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New Delhi, Nov. 5 Advertising agency McCann World Group is bringing a new communication company TAG to India.

TAG, the second agency, is designed to approach brand challenges in an unconventional way, and even offers “compensation plans” offering solutions with both fixed and variable costs.

The agency will provide innovative media-neutral communication solutions that drive business, said Mr Prasoon Joshi, Chairman, McCann World Group -India. “The idea is to make the agency accountable. So if the solution has helped the brand grow, then it is good for us. If it hasn’t then the agency gets penalised. TAG will offer cost effective solutions that don’t necessarily have to be of 30 seconds,” said Mr Joshi.

The agency won two Grand Prix at Cannes 2008 for its work for computer game Halo 3.

TAG says McCann is a strategic and creative think-tank and communication partner that will unlock the true value of the brand offering by putting strategic communication at the centre of the solution. It will offer services in digital, retail, design, Web design, game design, brand planning and media.

(This article was published in the Business Line print edition dated November 6, 2008)
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