The Hindu Business Line : Indian ad industry attracting overseas attention

Mumbai, May 2 The Indian advertising industry is increasingly attracting the attention of many American companies and communication agencies, opening up business avenues for the small and medium marketing agencies in India.

Worldwide Partners Inc, the ninth largest global network of more than 90 marketing and communications agencies in about 50 countries, recently tied up with Indian Pressman Advertising & Marketing Ltd following repeated enquiries about India.

“In the last year, we got the most number of enquiries for India and its advertising scenario from America, followed by enquiries from West Asia and some from Europe,” said Ms Lisa Kettman-Kervinen, Director, Worldwide Partners Inc, on a recent visit to India.

Most of the enquiries were in the nature of harnessing online solutions like logo designs, computer science graphics and outsourcing of other digital solutions. “India already has a reputation for computer skills due to the digital education in India and so more and more clients are waking up to the fact that there is good business possibility here,” she said.

Before Pressman came on board as a full partner in December 2007, Worldwide partnered Image Ads for some years, before the company decided to sell part of their agency and sold shares back to the network.

Today, Worldwide has two partners in India, with Images being an associate partner. Each partner is a shareholder in the network.

Currently, Worldwide is focusing on strengthening its position in India and Korea specifically and Asia Pacific largely, to get more partners and directors on board, she said. The network is scouting for a director based out of Singapore for the purpose.

The network has a fairly established presence in the rest of Asia with offices in China, Japan, Malaysia and Australia.

For Pressman, which handles clients such as Bata India, BlueStar, Mudra Lifestyle and LIC, it is a good opportunity to connect with agencies from across the world in Worldwide’s network.

“The network is like a well where we can dip for some more water as and when we require,” said Dr Niren Suchanti, Chairman and Chief Executive Officer, Pressman. “It is a very active network where we have already received 60 enquiries in a week. As all members do business independently, we can negotiate and agree on some small fee to use the expertise of the other agency, including exchanging creatives for specific campaigns.”

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