Publicis Worldwide on an expansion mode in India

Publicis Worldwide has launched its marketing solutions and below-the-line (BTL) agency, Publicis Dialog, in India.

In addition, Publicis Worldwide also plans to set up another division called Publicis Design by the end of this year, which will provide services such as building brand identity, packaging and retail design.

This BTL agency, Publicis Dialog, will serve the clients of the group’s two advertising agencies – Ambience Publicis and Publicis India, as well as its own independent clients.

As Nakul Chopra, managing director, India, Publicis Worldwide, says, “With the launch of Publicis Dialog in India, we have now become a through-the-line-agency.”

Publicis Dialog says it will provide holistic communications services to its clients ranging from advertising, direct marketing, sales promotion, investor relations, interactive marketing, event management, merchandising to retail message management.

It is to be noted that the Publicis Group had recently acquired 60 per cent stake in the Delhi- based BTL company Solutions Integrated Marketing Services. Chopra clarifies to agencyfaqs! that while the new agency will focus on its expertise in tools and methodologies, it will use Solutions for the execution, back-end and infrastructural support, so that there is no conflict of interest between the two companies.

Chopra agrees that Publicis has been a late entrant in the BTL field, but he is confident that its gamut of services and its global expertise will set it apart.

Publicis Dailog is banking on the tool, ‘Growth Engine’ which has been jointly developed by Solution Integrated Marketing Services and Publicis Worldwide.

Meanwhile, Ambience Publicis now plans to open an office in Bangalore. “In addition we will also divert our attention to grow in the Delhi market, ” says Rajiv Sabnis, COO Ambience Publicis.

The agency claims to have grown by about 18-19 per cent in the last one year.

© 2006 agencyfaqs!