MAM

Leo Burnett snaps up Indigo Consulting to grow in India market

MUMBAI: The Publicis Groupe has swallowed full-service interactive and technology agency Indigo Consulting as part of its strategy to double the size of its India business by 2015.


Publicis‘ aggressive stance comes at a time when the growth in the matured markets is slowing down and global agencies are working out strategies to gain market share in India, the world‘s 16th largest advertising market.


Indigo Consulting will operate as a unit within the Leo Burnett Group in India and retain its name. Its founder, Vikas Tandon, will remain as managing director and will report to Leo Burnett chairman Indian subcontinent Arvind Sharma.


Sharma told indiantelevision.com that this is part of a broader plan to make digital Leo Burnett‘s core strategy. Over the next two years, digital will no longer be a specialised function at the periphery and for this Leo Burnett was looking to acquire an agency with scale. Through this move, Leo Burnett plans to reorient its staff of 450 professionals across the country to think of digita.


“In the next two to three years, we believe that digital will become central to marketing plans as TV and print are today. It is apparent that in the future brands will need to be ‘always on’ on the digital medium. As a preparation for that and to synergise the media, Leo Burnett decided to acquire Indigo,” he averred.


The induction of Indigo will be carried out in a four phased manner. The first step will be to integrate the Indigo offices in Delhi and Mumbai with the Leo Burnett offices over the next few weeks. The second phase, stretching for a whole year, will include mutual sharing between the entities.


Indigo will then be completely integrated with the Leo Burnett group over the next 18 months. The fourth phase will see the two working towards planning and executing digital efforts.


Leo Burnett Worldwide chairman and CEO Tom Bernardin said, “From a global point of view, the potential and opportunities that India offers are massive. Over the years we have increased our efforts into this important market. Indigo Consulting, with its strong track record as a full-service interactive and technology agency, is the perfect strategic fit for our aspirations in India and around the world.”


The alignment means that Leo Burnett will offer Indigo Consulting‘s digital marketing capabilities to its clients. There will also be cross-training and collaboration between the two entities.


Said Tandon, “We wanted to join hands with an ad agency that understands human insights. With Leo Burnett we found that not only do they understand human behaviour, but there is also a meeting of minds between us and them. It was important for us that combined with size and scale, the people from both sides gelled and we did not feel lost in a global conglomerate.”


Indigo Consulting provides website design and development, search engine optimisation, usability research and testing, and marketing online, on mobiles and in social media.


Leo Burnett Asia Pacific president Jarek Ziebinski said, “Our growth strategy for Leo Burnett in India and Asia Pacific is based on two core pillars: digital and shopper-marketing. India is a key market for us, and it’s reporting explosive growth in the digital sector. We want to make sure Leo Burnett has the right infrastructure in place to meet the needs of tomorrow. I also see Indigo Consulting developing beyond India, to become an important player within our network in Asia Pacific and globally.”


Currently advertising and marketing online represents less than three per cent of overall ad spend in India but the sector is expected to boom, according to ZenithOptimedia. The agency estimates that over the next three years, India’s digital ad spend will increase by roughly 30 per cent a year, driven by the spread of smartphones and the youth culture of social networks.


Founded in 2000, Indigo Consulting has been involved in developing websites, software solutions and digital marketing programs for clients around the world, including Asian Paints, HDFC Bank, HSBC (India, Asia-Pacific and Middle East), Loop Mobile, Tata AIG Insurance and South Australia Tourism. The agency currently employs a team of 160 at its Mumbai headquarters and Delhi office. Their work has been recognised with Webby awards, W3 awards and Abbys.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Rohit_Ohri-Vikas_Parihar.jpg?itok=snOt-9tM
Vikas Parihar joins FCB India as president - digital integration

MUMBAI: In a significant development to up FCB India’s digital game, the group appointed Vikas Parihar as President – Digital Integration. In his role, Vikas will be driving digital transformation & business, partnering individual CEOs, implementing global digital practices and providing...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Majestic_1.jpg?itok=EGduWNO0
Majestic ties up with ScoreData to streamline analytics

BSE-SME-listed Majestic Research Services and Solutions Ltd (MRSS) has formed an alliance with California-based global data analytics firm - ScoreData to streamline sophisticated analytics in customer engagement.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/adidas_0.jpg?itok=D0l7cYE9
Adidas's TVC shows less popular sports

Adidas has launched its latest initiative-FanTheFire to focus attention on athletes who pursue lesser followed sports.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Gautham_Pingali-Urvashi_Khanna.jpg?itok=x64oaxH3
Publicis strengthens content practice with key hire Urvashi Khanna

MUMBAI: Publicis Media India has strengthened its Content Practice with a key hire in the form of Urvashi Khanna. She has joined as Associate Director, Content & Brand Solutions and will report in to the Content Practice Lead Gautham Pingali.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/sanjiv.jpg?itok=rlBR5IMv
Marquees 2017: Ad club appoints HUL's Sanjiv Mehta as jury chair

Hindustan Unilever Limited CEO and MD Sanjiv Mehta will be chairing the jury for the Marquees awards in its debut year. The Advertising Club had announced the differentiated ‘Marquees 2017’ at Goafest in April.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/Monty%20Singh.jpg?itok=ULoJAvJ9
Gartner ranks Genpact as 'visionary' for workplace services

NEW DELHI: Global professional services firm focused on delivering digital transformation for clients Genpact has been named by Gartner as a Visionary in its January 2017 Magic Quadrant for Managed Workplace Services (MWS), North America report. Gartner also recognized Genpact across three use MWS...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/brokerage.jpg?itok=pakZvrX4
Anuj Puri rebrands JLL's residential brokerage biz

MUMBAI: Anuj Puri, former chairman & country head of international property consultancy JLL India, has announced the launch of Anarock Property Consultants, essentially rebranding JLL's erstwhile residential brokerage business which he acquired earlier this year. Simultaneously, Puri announced...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/inside%20%284%29.jpg?itok=QpDkWfv2
Top 10 television advertisers during first 24 weeks of 2017

BENGALURU: Hindustan Unilever Limited (HUL), Reckitt Benckiser (India) Ltd (RBIL) and Baba Ramdev’sPatanjaliAyurved Ltd (Patanjali) were the three top advertisers that have been present in all the 24 weekly lists of Broadcast Audience Research Council of India (BARC). All the three players are...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/23/Anupam-Vasudev.jpg?itok=aYdMK55L
Aircel lucky customers to get up to 20 times more recharge value

MUMBAI: Tapping the increasing trend of customers choosing to recharge their phones online or through apps, Aircel, one of the leading innovative telecom brands in India, has launched an incredible talk time offer for its customers today. The offer provides an opportunity to a customer to win 20...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories