The Hindu Business Line : Sam Balsara launches second outdoor agency

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Mumbai Jan. 31 Mr Sam Balsara, Chairman of Madison Group, has launched a second outdoor agency — Platinum Outdoor. Platinum Outdoor will be an independent agency, headed by Mr Arminio Ribeiro as Chief Executive Officer.

The new agency was launched on January 12.

Mr Sam Balsara said, "I see outdoor as playing a more important role in the advertisers' marketing plans in the near future, given the clutter in established mass media like print and TV.

"Whilst some sectors such as telecom, financial and media sectors have used outdoor to their advantage, many others haven't because media agencies are not convinced or are not alive to the opportunities that outdoor can offer. We need an agency that can evangelise the medium and exploit every out-of-home opportunity. We are looking to making Platinum our second network with its own repertoire of specialist units including media."

Mr Arminio Ribeiro, CEO, Platinum Outdoor, said "At Platinum Outdoor, we will deliver a market advantage to potential clients.

"The focus will be on creative and innovative planning and spending, adding value and ensuring clients are delighted with their return on investment."