Madison World bolsters media function with senior hires

Madison World, the media planning and buying major with Rs 3,000-crore in billings, is strengthening its core offering with a people and process strategy led by Director Ms Lara Balsara, who has held the responsibility for business development and diversification for over five years now.

The media business has seen a host of new hires at senior positions since May – Ms Susha Jhaveri, Mr Rajdeep Bhattacharyya (digital), Mr V.S. Mani, Ms Dnyanada Chaudhari, Mr Amandeep Khurana and most recently, Ms Ruby Bana as Chief Strategy and Insights Officer.

Speaking to Business Line , Mr Sam Balsara, founder and Chairman, Madison World, explained that the new senior hires were part of a strategy to drive diversity at the top rungs.

He said, “Clients today want to deal with agencies that have expertise in multiple areas – beyond print and television. They want media agencies that understand consumer behaviour. Buying media cheap continues to be a necessary condition, but it is not sufficient anymore.”

The infusion of diverse talent leadership is accompanied by streamlining and strengthening internal processes. Mr Balsara added, “So far, we remained focused on the client's business; there is a conscious focus now on building Madison the organisation, and robust internal processes that can help deliver even better for clients.”

Non-media Businesses Growing

Madison World has 24 business units across 10 functions, the largest of which is media. But the non-media businesses have grown steadily over the years, according to Ms Balsara.

She said, “Five years ago, 80 per cent of our revenues were from the media businesses. It continues to contribute the largest chunk – but it is around 50 per cent today, with non-media business units contributing the rest.”

Madison World employs 1,000 people in India, Sri Lanka and Thailand. While half the work force is in media services (Madison, Platinum, Mediacom), the rest are in units offering creative services (BMB), rural marketing (Anugrah Madison), Out-of-home (MOMS, Platinum, Out-Sel), Public Relations (Madison, Platinum), retail (Madison), entertainment (MATES), sports management (Penada, PMG, Highlife) and newer entities in business analytics and mobile marketing.

Business Analytics, Mobile Marketing

Madison Business Analytics was launched in November 2010. According to Mr Balsara, existing and new clients have come on board for the new offering.

“In our view, analytics must be handled independently – outside of the media agency. As (media) investment decisions get more risky, we need constant independent validation,” he said.

Another nascent area of business is the 50:50 venture inked by Madison with Onmobile Global Ltd in December last year, to provide mobile marketing services. There are two business units here - Xurpas and Kabuza.

While Xurpas will have mobile advertising at its core, the intent is to create a mobile sales channel through Kabuza, according to Mr Balsara.

He surmised, “There are some challenges we have - we don't fully understand the business; telcos are still only flirting and romancing with the idea. But the vision we have is to build a sales platform through the mobile.”

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