Clients want specialization but without siloization: Ashish Bhasin

26 Sep,2011

By A Correspondent

Non-traditional media is picking up, and even at a time when ad spend projections are being corrected downwards, digital is being looked upon favourably. Little surprise then, that Aegis Media India, in its pursuit of a creative agency opted for Doosra, agency gaining ground in non-traditional brand communication area. Net result: creation of Doosra Brand Communications.

The surprise element in this deal, however, is that it is perhaps for the first time in India that a true blue media network has brought a creative agency into its fold. Does one hear the returning footfalls of an integrated communication agency here? Not quite the same, explains Mr Ashish Bhasin, Chairman India & CEO South East Asia Aegis Media. “Integrated communication as we knew it earlier is neither feasible nor practical in today’s world. Clients do require and demand specialization – for instance, one needs a specialized digital agency to meet the clients’ specific needs in that area. The same is true of every specialized field. However, clients no longer want to deal with 20 people. Our ‘One country – one Aegis’ policy gives them all the benefits of specialization, without the disadvantages of silos.”

The creative agency’s role, he says, cannot be undermined, as no media plan can be effective without an effective message. He elaborates, “We need to understand and value the creative agency’s role in achieving clients’ communication objectives. In each of Aegis’ specialized areas, we require creative expertise – be it activation, digital or tradition media.”

The buzz has been on for some time that Aegis is looking for a creative agency. Why the decision to get into equity partnership with Doosra? “Doosra is an excellent fit for us – Zahir Mirza and his team’s creative excellence spans beyond traditional – they are about much more than TV commercials, and they would definitely bring a new dimension to Aegis Media’s holistic ‘integrated marketing’ approach,” explains Mr Bhasin.

Doosra Brand Communications will operate out of Aegis Media’s office at Poonam Chambers, Mumbai, and in fact have already moved in.

Picture: Fotocorp

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