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WPP’s newly launched OOH specialist, Kinetic, eyes billings of Rs 500 cr in first year

06-January-2006
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WPP’s newly launched OOH specialist, Kinetic, eyes billings of Rs 500 cr in first year

Kinetic, the official launch of the umbrella, which combines the operations of the four out-of-home entities between Ogilvy & Mather and GroupM in India, has announced its entry in India. Pratap Bose is heading the operations as MD, South Asia. As is known, at present only three of the four proposed brands in the OOH sector from these companies are in India. Bose divulged that the fourth brand – Poster Publicity – would be launched in the second quarter of 2006.

In India, Kinetic is designed to be the combination of Ogilvy Activation, Wallstreet David, Portland OOH and Poster Publicity. However, the fourth brand, Poster Publicity, is yet to be launched in the country and Bose informed that that was one of the key things of the immediate focus area of Kinetic.

“We will institute the brand in the second quarter. With this, all the brands come on a common platform and essentially that means Kinetic is the biggest outdoor planning and buying agency in India,” he added.

Bose further said that the agency’s target was to garner 70 per cent of the organised retail sector “in the next 18-24 months, and we intend to get billings worth Rs 500 crore.” It may be noted here that the outdoor industry at present is pegged in the region of Rs 800 crore to Rs 1,000 crore, of which 70 per cent is in the organised sector.

“You can gauge the growth of the industry by the pace itself – a few years back, organised outdoor was just in the 10 per cent area. Now there are 14 specialists in the sector and clients prefer specialist services,” said Bose, adding, “it is the perfect timing for units like Ogilvy Activation, Wallstreet David and Portland to combine their strengths and not just provide maximum benefits to the clients but also gain from it immensely.”

The Indian model is much on the same lines as Kinetic worldwide but on some aspects, differences do come in – for instance, functions like WWG will not come to India, as they are largely research or data based tools. Explaining more on this and the role that Kinetic could still play in overcoming this lack, Bose said, “In India, research is scattered everywhere – there is no common currency. As an industry we are working on that.”

“Nonetheless, with the amalgamation of these OOH units, Kinetic’s international expertise and ideas that have worked internationally are available to us. This will allow us to achieve the goal of delivering improved effectiveness, better return from OOH and at the same time add accountability and measurement. Kinetic would directly impact traditional media efficiency issues, bring technology positive influence on OOH and the benefits of global consolidation ownership,” he elaborated.

Some of the clients that Kinetic already has include Ford, Titan, Idea, Spice, HSBC, and Lufthansa. Explaining more on the way the company intended to achieve the set target, Bose said, “we will take a more dynamic role across all OOH formats – be it traditional bill boards, ambient, digital or mobile environments. More importantly, we will invest in people, research, planning systems and campaign management.”

Bose is clear that the differentiator for Kinetic would come from the creative and innovative usage of outdoor. Some examples already seen are for clients like Samsung and Hutch. The intention is further make a mark in areas like sport, retail, rural, exhibitions and design.

Eric Newnham, Global CEO, Kinetic, is equally charged about the India market, “We have taken six months since launch to be in India, which is the first market in the 2006 expansion plan and you will see us enter countries like China soon, too. We have taken a fresh approach in everything – from the different colours we use within the company to the life in our ideas and plans for our clients and we have done some great work. We want to be the catalyst of change in the sector.”

He further said, “Since the formation of Kinetic in 2005, we have rapidly extended our global reach. Sharing best practices across the network and having resources in all the major markets, will provide our clients with unique skills and insights in order to extract best value from the OOH medium.”

Globally, there are five division underpinning Kinetic’s corporate entity – Immediate, Intelligence, Tranzformer, Spank, OneZeroOne and Hi Resolution. Kinetic employs over 400 professionals across 35 offices, including the UK and the US. The head count in India is already over 200.

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