WPP Media to sign deal with Mediaturf for backend support

MUMBAI: There is good news for Mediaturf Worldwide, the online specialist consultancy wing of EuroRSCG India, even as the firm gears up to celebrate it's third anniversary at Mumbai's hot spot Velocity tonight.

There are strong indications that WPP Media will sign a deal with Mediaturf Worldwide to avail of the backend technology for offering online solutions to clients and customers. Senior WPP Media officials have confirmed the same but stated that the fine print of the alliance will be officially declared tonight (10 June 2003).

WPP Media arms including mdigital and BroadMind will utilise Mediaturf's proprietary technology and solutions to mix the best of emerging global practices and traditional advertising strengths; and offer path-breaking Internet advertising solutions to clients.

The Mediaturf blueprint was drawn up by Jan 2000 when Ishan Raina and V Ramani of EuroRSCG Advertising were approached by Neeraj Bhargava of Eventures (a Softbank promoted VC). The firm broke even in February 2002 in less than three years. It also has an impressive rooster of clients such as Intel, Prudential ICICI, MTDC, SET MAX, Voltas, Britannia amongst others. The agency also claims to be "worldwide" in its true sense as currently 30 per cent of it's business is on international sites/from international advertisers.

WPP Media central units MindShare, Maximize and Fulcrum comprise of a central investment unit (CIU) to provide benchmarking and group negotiations; BroadMind, a specialist unit for a non-traditional communication channels; ATG (Advanced Technique Group) and MCI (Media Consumer Insights); WPP Outdoor (through two companies, Portland and Landscapes); and MDigital for all online planning and buying requirements.

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