‘It was a meeting of the best minds of the world’

09 Aug,2012

The buzz was that you were being hounded by most big communication players in the market for a takeover and now you’ve finally given in to Aegis Media. How would you describe the takeover journey?

We had the opportunity to talk to every single large player and we found that the way the market is growing, there is going to be a lot of technology components required in it and iProspect globally has the best technology in the world. Also, we are a very dominant agency as far as search and performance marketing is concerned inIndiawhile iProspect was the world’s largest search company, so it was a meeting of the best minds of the world. The digital market inIndiahas matured to the level where clients are looking for the best in the world and we felt that with the expertise that iProspect had to offer, it was a perfect solution to offer to our partners. And we endeavour to take decisions for our partners as much as it helps us.


What is your view on big communication players showing sudden interest in digital in India?

Digital marketing inIndiahas now arrived. More promoters and senior management people now believe that digital is a very critical part of their marketing endeavour. So they are spending a lot of time around the medium. About 3-4 years ago we were talking about digital being the future and today digital is now considered as present. Earlier digital used to attract a small budget from marketers, but now they position it as their first priority and question whether they need conventional media or not.Mobilehas given digital three times the reach of television. So I believe digital is going to be the dominant medium in the future.


What is the value that you’d be leveraging from this partnership?

Globally if you see, there are clients like GM, Nokia, Philips and others who have operations in 60-70 countries and they are aligned with Aegis Media. I see tremendous opportunities there. As for us, we are a 140-people agency which makes us the largest digital agency in the country. So with the clients we have and with the kind of team we have in the enterprise sector, I see it as a perfect marriage of the two. I see tremendous value in the venture.


How have clients responded to this move of yours?

I had spoken to clients even before this venture and they seemed pretty positive about it. Also there is no change as such in the team and talent, so there was a comfort level there. Generally they are happy with the merger.


Do you see the gap between digital and advertising being bridged?

If you ask me the demarcation between digital and conventional media will probably go away. This is going to be an advertising agency and digital is going to be an integral part of the advertising medium, probably the largest. Demarcation is something that we have created for ourselves but it is about giving out advertising solutions.


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