Global creative agencies comes to India
Tuesday, 14 November 2006, 20:30 IST
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Mumbai: The top three global creative agencies, Bartle Bogle Hegarty, Wieden+Kennedy and Fallon Worldwide, are set make an entry into India. “This is a good time to be in Indian advertising,” said an executive from one of India’s large advertising agencies to Business Standard. The entry of these agencies is expected to have a huge impact on the Indian advertising business. At the same time here are talks that this move may threaten the advertising business of large agencies already present here. Bartle Bogle Hegarty handles the Axe deodorants and detergents business of Unilever globally. This can have a direct impact on Lowe Lintas. Fallon is widely recognized as the agency behind Time magazine’s red border campaign and Wieden+Kennedy is known for its contribution to sports brand Nike, among others. While Lowe is part of the Interpublic group, the Publicis Groupe has a 49 percent stake in Bartle Bogle Hegarty. The other Publicis network agency, Fallon, has worked with clients like Sony, Citigroup, Microsoft and Lee. The Indian advertising market is currently dominated by Martin Sorrel’s WPP. Bartle Bogle Hegarty and Fallon will provide a pep–up to advertising network Publicis Groupe in India. On the other hand, Wieden+Kennedy is an independent advertising agency specializing in brand building and understanding cultural trends. Its clients are Nike, Procter & Gamble, Google and Miller Brewing company having a good reputation in the market. Simon Sherwood, COO, Bartle Bogle Hegarty, confirmed that the Indian operations are in tune with the agency’s philosophy of being present in the key decision-making markets and achieving maximum coverage with minimum physical presence. The agency has identified Mumbai as the location for its India office and Sherwood said it was looking at beginning the Indian operations by the end of 2007. He admitted that Bartle Bogle Hegarty had been approached by several Indian advertising agencies for an alliance. But it has an alliance only in one of its six offices. However, Bangalore-based advertising agency Orchard is currently doing some work for it in Singapore. “India is certainly a place that is on the radar of Wieden+Kennedy,” said Joani Wardwell, global PR director, Wieden+Kennedy, informed the media, declining to give specific details. Rosemary Abendroth, global communications director, Fallon, mentioned in an e-mail statement “We are exploring the feasibility to enter the Indian market. It is indeed an exciting advertising market”. This proves the even Fallon has plans to enter Indian markets.
Source: IANS
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