The Hindu Business Line : Percept, Aegis Group launch out-of-home media service arm

(From right) Mr Terry Alexander, Strategic Development Director, Posterscope UK/Worldwide; Mr Harindra Singh, Vice-Chairman, Percept Group; Mr Koh Tai Hong, CEO, Posterscope (Asia-Pacific), and Mr Shailendra Singh, Jt Managing Director, Percept Inc, at a press conference to announce the launch of `Posterscope India' in Mumbai on Tuesday. — Paul Noronha

New Delhi , Jan. 11

INTEGRATED marketing and communications group Percept has launched Posterscope India, an out-of-home (OOH) media service agency, through a joint venture with Aegis Group Plc of UK.

Posterscope is part of the £7.1 billion (around Rs 58,200 crore) Aegis Group Plc - one of the world's leading marketing services company. The move forms part of Percept Group's plans to consolidate its position in the fast growing Rs 1,300-crore OOH market. Percept's OOH business is currently the second largest media service in the country with clients such as Airtel, FedEx, SaharaOne, Philips, Pantaloon and Kingsbury.

Mr Jignesh Sharma, who was responsible for building Percept's OOH business, will continue as the CEO of Posterscope India. Posterscope India plans to expand operations from 120 people in 16 locations currently to 375 people across 20 full service locations to look after strategy, planning, buying and operations in 2005.

Posterscope will also launch its proprietary tools and practices to meet the advertisers needs. Orbit - proprietary tool for 360-degree service delivery, Prism - industry leading tools for improving effectiveness and efficiency of OOH campaigns, Horizons - dedicated research for better accountability and Hyperspace - to explore and create new OOH channels and to create new media options will be brought to India.

In a statement, Mr Harindra Singh, Vice-Chairman, Percept Group, said, "Posterscope is a global leader in out-of-home communications with its creative approach to OOH backed by technological innovations and proprietary research & tools. Coupled with our market insights, nationwide penetration and a strong track record in this market, we see Posterscope India as the beginning of a great partnership that will offer unparalleled value to clients and a logical extension of our existing relationship with Aegis in Carat."

Mr Koh Tai Hong, CEO, Posterscope (Asia-Pacific) said, "India presents a vast and common, yet diverse, market that offers a dream of opportunity for OOH business."

The Indian OOH market is currently growing at 15-18 per cent. The major customer segments that have spurred the growth are telecom, films, financial services, television channels, and consumer durables.

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