Post-slowdown,
ad agencies in
expansion mode
VIVEAT SUSAN PINTO
Mumbai, 21 September
he `23,000-crore Indian
T advertising industry ap-
pears to be in for some
exciting times. If last year agen-
cies were cautious, choosing
to scale down their plans, this
year it is quite the opposite.
In the past month, at least
four agencies — Mudra, Pub-
licis, Dentsu and Madison —
have decided to expand their
horizons by either launching
new entities (such as Dentsu,
which launched its fourth full-
service agency) or entering in-
to new partnerships (such as
Madison, which partnered the
UK-based creative hot shop,
BMB) or refurbishing or con-
solidating existing arms. Much
of this activity is on the back
of increased consumer and ad-
vertiser spending, say experts.
By some estimates, the ad
industry is slated to grow by
10-12 per cent this year. Last
year, the growth was two-three
per cent, they say.
So, agency honchos are op-
timistic about prospects this
year. Take Mudra, for instance.
The Anil-Ambani-controlled
agency has gone in for a new
look, replacing the roundel
that surrounded the symbol of
the hands with a brush stroke.
“This is the 30th year of our
existence,” says Madhukar
Kamath, managing director
and chief executive officer, Mu-
dra Group. “What better oc-
casion to launch a new brand
identity that allows us to move
into the future with a new per-
spective.”
The Mudra Group, he
says, is now positioned as
a marketing services com-
munication firm, with four
distinct entities. “Mudra In-
dia is a branding and com-
munications agency; DDB
Mudra is an influence and
behaviour change agency;
Mudra MAX an integrated
engagementand& experience
marketing firm and Ignite
Mudra is a partnership for
entrepreneurs,” he says. Each
unit, Kamath says, has a sym-
bol denoting it. “The quote
mark is a symbol of conver-
sation for Mudra India; the
degree symbol denotes in-
fluence for DDB Mudra; the
forward mark symbolises
maximal impact for Mudra
MAX; and the ‘on’ button
symbolises a spark of ideas
for Ignite Mudra.”
Adding: “I am bullish about
the advertising industry, and
what it can do for agencies. I
think the signs are all there.”
This optimism is shared by
Nakul Chopra, chief executive
officer, Publicis, South Asia. “I
won’t classify it as unbridled
optimism,” Chopra says. “The
growth is back, yes, but there
is an undertone of caution to
it. Advertising agencies are
asking, How much can I ac-
celerate my rate of growth?
Which is a good sign.”