Advertising major Mudra has restructured post its acquisition by the Omnicom Group late last year. As part of Omnicom's DDB Group Worldwide, it will be present in India through eight branded agencies including the parent creative agency, Mudra.
Other agency brands in India will be DDB Mudra (creative), DDB Mudra Max (media, out of home, retail, experiential), DDB Health & Lifestyle, RAPP (CRM), tribal DDB (digital), Water (brand and design) and Maatra (pre-media services).
In addition to these, DDB Mudra Group has announced the entry of TrackyLocke, DDB's shopper marketing agency, into the Indian market in partnership with Mudra Max.
Speaking to reporters at a roundtable to announce the launch, Mr John Ziegler, Chairman and CEO of DDB Group Asia Pacific, India and Japan, noted that the Asia Pacific region contributes 11 per cent to the revenues of the DDB Group, with Europe (22 pc) and North America (38 pc) way ahead.
“The Asia Pacific region is the only one that is seeing a significant increase in business, and we are fully committed to growing our offerings here,” Mr Ziegler added.
Mr Madhukar Kamath, Group CEO and MD, DDB Mudra Group, noted that the agency's integration had taken close to 100 days.
He said, “We used to do balance sheets once a year; now it is done once in 30 days. There has been integration in IT at the back-end and the new architecture on the front end.” The thrust will be on integration — within the group's offerings in India — as well as with specialist agency brands for their expertise from across markets.
“40 per cent of our mainstream advertising clients are accessing more than one service from the network in India. With such specialised offerings and expertise, we intend to grow this,” explained Mr Kamath.
He added that 50 per cent of Maatra's business, in the pre-media services area, was from non-Mudra clients.
Water, the branding and design consultancy, will represent Omnicom's brand consultancy Interbrand in India following the restructuring.