Ogilvy among top Indian agencies

03 February 2011

NEW DELHI: Ogilvy, Mindshare and Hungama are all among the top agencies in India, according to a survey of senior executives.

The Economic Times newspaper and research firm IMRB interviewed 587 experts from the client-side alongside their agency peers.

Ogilvy was named as India's leading creative shop, retaining the position it occupied in the same study conducted last year.

One successful recent campaign took the form of an effort for Vodafone featuring animated characters, the Zoozoos, and Ogilvy's chairman Piyush Pandey said this proved integrated strategies are vital.

"Vodafone's Zoozoos happened since the media agency said there's huge clutter, so can we have an ad for every day? The creatives latched on to the opportunity," he said. "No idea is ever owned by a single person."

JWT and Lowe Lintas inhabited second and third in this category, while a new entry into the top ten was DDB Mudra, combining the capabilities of DDB India, DDB Health & Lifestyle, Tribal DDB and Rapp.

"As a company, we are preparing for a data digital India," said Sandeep Vij, DDB Mudra's ceo. "A key point on the agency's agenda is to have senior management involved in everything."

Dentsu, which operates four local offices, also jumped nine spots to 12th, and believes it has benefitted from a strong international presence.

"The Dentsu brand has opened doors for us with Indian and global clients too," said Sandeep Goyal, chairman of Dentsu India.

Turning to the media planning and buying sector, Mindshare remained the number one, and Madison Media moved into second, replacing third-placed Lintas Media.

Lynn de Souza, Lintas Media Group's chairman/ceo, argued traditional boundaries are rapidly disappearing, meaning brands and media companies must become more active in the advertising process.

"To actually speak of an idea, execution and amplification requires all parties to get together. In the next decade, we should all own ideas together," said de Souza.

Elsewhere, Carat, Mediacom and Lodestar Universal Media climbed the rankings, and Dentsu Media similarly made a mark among participants.

The digital charts were headed by Hungama, gaining attention through innovative programmes like developing a virtual world and using augmented reality on behalf of 7UP.

Taking second was iContract, a division of WPP Group, ahead of Webchutney, which boasts a roster incorporating Procter & Gamble, Hewlett-Packard and Microsoft.

"We see brands approaching the online space not just as a medium but a forum to form deeper connections with stakeholders," said Nishad Ramachandran, vice president and head at iContract.

Ray + Keshavan, Elephant Strategy + Design, Fitch and Landor Associates claimed the honours concerning design agencies, with the last member of this quartet setting out ambitious future expansion plans.

"[We want to] double our size, grow our strategy and creative teams and maybe even set up another office in Delhi", said Lulu Raghavan, Landor's country director.

Candid Marketing and Kidstuff Mudra Max assumed such a role relating to brand promotion agencies, a status enjoyed by Nirvana Films and Corcoise Films for advertising production houses.

Data sourced from Economic Times; additional content by Warc staff