DY&R duo of Nitin Adake and Naresh Kumar Sharma have set up their own advertising agency, Latitude23. Adake used to head the design cell at Rediffusion, Delhi, while Sharma was director, client servicing.
Sharma reveals that the decision to begin an agency of their own rose from their desire to work for themselves and break away from the constraints of an agency set-up.
He says, "We will focus primarily on the financial sector and we hope to make it big in a short time."
He claims, "Our agency is at par with any big agency on the scene today and we promise to churn out quality work."
The new agency is already said to have five businesses, but Sharma is reluctant to divulge any details. All he reveals is that the clients are from varied sectors such as insurance, merchant banking, women's lingerie, apparel/shoes and fertilisers.
At Latitude23, Adake will be responsible for the creative function as executive director, creative, while Sharma will be head of operations as executive director, client services.
Adake has worked as creative director with Lintas, Mudra, Contract, Bates and Rediffusion, while Sharma has worked with Lowe, Mudra and O&M, before he joined Rediffusion.
Latitude23 has a presence in Mumbai and Delhi. Currently, it has a staff strength of 12. Four more are expected to join soon. The agency offers integrated communications solutions, including advertising, design expertise, PR, events and regular media interaction for the financial and FMCG sector. The initial billing is to the tune of Rs 3.5 crore.
For the record, last year, Adake's Airtel Campaign was the only campaign from India to appear in 'One' magazine, which is produced by One Show London, as cutting edge advertising. Adake was awarded the Illustrator of the Year 2005 award by Adobe Galgo.
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