Continuing its strategy of creative alliances, Shivjeet Kullar's K-Factor has entered into a tie-up with Showtime Events. A few months back, K-Factor had tied up with Frank Simoes Advertising.
"This is quite an exciting and challenging tie-up because event companies have a different way of dealing with brands vis-a-vis traditional ad agencies. At event companies, you have to think out-of-the-box and in a 'live' format, not to mention 3-D" says Kullar.
"With the new technology that Michael Menezes is bringing in, working with an event company becomes even more interesting," he adds.
The first project that this alliance has worked together was for the Tata group, where a revolutionary new 3-D technology was used.
"The fact that our offices are across the road makes working together all the more easy. The first time Michael called me across for an urgent brainstorm, I was in his office in 45 seconds and I didn't even use my car," Kullar quips.
Currently both the teams are excited about the 'cross fertilisation' process as a creative hotshop and an event company seek to make waves together. © 2005 agencyfaqs!