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Our Bureau

New Delhi , Oct. 10

ADVERTISING agency, Dentsu India, has entered into a partnership deal with Evernew Concepts, the fifth largest advertising agency in Pakistan.

With this alliance, Dentsu would be able to access newer markets in the neighbourhood. The partnership will provide seamless services for integrated communications to its diverse set of clients across borders. Work on three large clients is expected to begin soon.

In a statement, Mr Sandeep Goyal, Chairman, Dentsu India, said, "Evernew will be the Dentsu associate agency in Pakistan. We see a lot of opportunities opening up in Pakistan. Most global clients have now started looking at South Asia as a single geographical entity with similarities in consumer behaviour across countries. They are hence looking at leveraging common communication platforms wherever possible. A Dentsu's presence through Evernew will help us provide clients seamless service in this very important neighbouring market."

Added Mr Sajjad A. Gul, CEO Evernew, "We are honoured to be a part of the Dentsu network. Evernew is a strong and well-respected agency in Pakistan, but a global tie-up with Dentsu will help us deliver better strategies and creatives to our clients. Besides looking at servicing Dentsu clients in Pakistan, we hope to gain from Dentsu's global expertise across diverse categories and also learn from the Indian agency's experience on a lot of brands that operate in our common markets."

Evernew Concepts, which is headquartered in Lahore with offices in Karachi and Islamabad, has an annual billing of over Rs 46 crore. It services over 132 key clients such as Ministry of Population Welfare, World Health Organisation, Novartis, Kentucky Fried Chicken, Honda Atlas cars and others.

Dentsu Inc, entered India in 2003 through a joint venture with Mr Goyal's Mogae Consultants. It operates through two 74:26 joint ventures — Dentsu Communications Pvt. Ltd (headquartered in Bangalore) and Dentsu Marcom Pvt Ltd (headquartered in New Delhi).

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