Aegis Media aims at widening profits in 2012

MUMBAI: Aegis Media expects to widen its profitability in India this year after breaking even in 2011 as it has set itself the target of doubling growth from each of its business verticals.

"We broke even in 2011. And we expect 2012 to be the first year when we will be significantly profitable," says Aegis Media chairman (India) and CEO (South East Asia) Ashish Bhasin.

Aegis Media, part of Aegis Group, has four main businesses - media planning and buying; digital and search; Out-of-home and retail; and activation and creative.

"Our target for this year is that every business will have at least double the growth of their own category," says Bhasin.

Aegis Media does not believe in a silo structure, the way many agencies are run. "We have a unique operating model in that sense. We give the clients all the benefits of specialisation without the hassles of silo-isation. And we are able to do it because we treat India as one country with one P&L (profit and loss)."

WPP, for instance, has its different agencies work independently and report to the parent company separately .

"We are media and agency agnostic. We can work with any agency. We are just media specific and we tell clients what combination of media is good for their product or brand," Bhasin adds.

Aegis Media?s aggressively intent got reflected late last year when it acquired a majority stake in Doosra Brand Communications to add creative capability to its India outfit.

So what will Doosra do for growth? "We are looking at quality rather than volume of work from there. We want them to have one or two marquee clients. Take few great companies and do path-breaking work for them, that?s the direction we are looking at. We have also planned if at some later stage we can get into end-to-end film solution for clients," says Bhasin.

What about Carat, Aegis Media?s flagship brand, which was a loss-making outfit? "We had good clients in Carat but were not doing full justice to them. So for the last three years our focus has been to give them more attention and quality. So rather than going out for new businesses we wanted to service them well and get more businesses out of them. So for clients like Philips, of which we had only small part of their account, we now have 100 per cent of it," says Bhasin.

Latest Reads
Pet Tales with MediaCom senior business director Ketan R Karnik

Pets are a gateway to escape from everyday's stressful life. There is nothing more satisfying and relaxing than coming home to your 'buddy' and spending some quality time with our little furry friends. Executives that have a stressful and strenuous job love to spend some quality time with their...

MAM Media and Advertising People
Contract Advertising appoints Sagar Mahabaleshwarkar as CCO

Contract Advertising has announced the appointment of Sagar Mahabaleshwarkar as its chief creative officer. With over three decades of experience across leading advertising agencies in India and abroad, Mahabaleshwarkar is a highly feted creative professional with multiple domestic and...

MAM Media and Advertising People
Tata Salt Lite launches its new campaign #TakeItLite to create awareness on “Hypertension” and its symptoms

Tata Salt Lite, a low-sodium salt specially formulated to provide 15% lower sodium than regular salt, launched its new campaign today to spread awareness on hypertension and its symptoms.

MAM Marketing MAM

The Glenlivet, today, launched its new “THE Campaign” in India, celebrating the proposition of definitive moments in life.

MAM Media and Advertising Ad Campaigns
OMD India’s campaign for Dalda shines at Drum’s Social Purpose Awards 2018

Marketing performance company OMD India has announced that its campaign ‘#PehleTum’ for Dalda Cooking Oils won the award for ‘Best Integrated Marketing Campaign’ at the Drum’s Social Purpose Awards 2018 in London last week.

MAM Media and Advertising Ad Campaigns to launch ‘Ghar dhoondhna koi inse seekhe’ campaign

Real estate platform will launch its new TV campaign “Ghar dhoondhna koi inse seekhe” starring Vicky Kaushal and Kiara Advani on 7 December 2018.

MAM Media and Advertising Ad Campaigns
Whisper collaborates with Girliyapa to launch ‘Girls Hostel’

As a part of its ongoing #MeriLifeMereRules campaign, Whisper has collaborated with Girliyapa to launch ‘Girls Hostel’.

MAM Marketing Brands

The #foodie millennial generation in India has been flocking to Taco Bell stores in India all year to relish new twists to their favourite food, such as the Naked Chicken Taco and the Crispy Potaco.

MAM Marketing MAM

When your time is right, everything that you touch will turn to Gold. It is this timeless insight that 7Up, the clear lemon refreshing drink is building on as the key insight for its new campaign that says- ‘Golden Times are Here.’

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories