Network, Ogilvy India's business-to-business (B2B) practice, which was launched two years ago in India (in Bangalore and Hyderabad), has now been launched in Mumbai, Delhi and Chennai as well.
Shenaz Bapoorji, vice-president and practice group leader, Ogilvy Business Network, who was heading the Bangalore and Chennai operations, will head the rest of India, too.
Ogilvy Business Network essentially deals with clients who have B2B needs. It helps them improve their relationships and bring about greater accountability with their business partners, such as ad agencies, dealers, retailers, stockholders, PR agencies and distributors.
Bill Merrick, B2B practice group leader and director, Asia Pacific, IBM Brand Services, remarks, "With the expansion of the Ogilvy Business Network in India, we will continue to help clients use their monies wisely and make informed decisions, so as to not repeat mistakes. Sometimes, client decisions are devoid of expert input, or are short-term decisions made by too many people. We hope to improve on all that."
Ogilvy Business Network will help clients analyse and check briefs, check their returns on investment, evaluate client-agency relationships and provide their expertise for better business results. It works in the areas of DM, events, image makeovers and interactivity elements, among others.
Ogilvy Business Network was launched four years ago in markets such as Australia, Asia and Europe. It services clients such as IBM and SAP, and it has gained clients such as ITC Infotech and Cable & Wireless in India since its launch in Bangalore.
On asked why the practice was launched in Bangalore first, Bapoorji says, "Bangalore is the IT hub of India, and has a relatively larger number of B2B clients. Therefore, it was the logical choice for us."
Ogilvy Business Network will service Ogilvy clients (such as Hutch, which may have B2B requirements) as well as non-Ogilvy clients.
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