Bose, CEO, Hakuhodo Percept, has moved on. He has partnered with Sangeeta Sen, former vice-president, creative, Hakuhodo Percept, and Reet Singh Ahluwalia, chairman, Arms Group, to set up a 50:50 joint venture called Arms Crestra. Ahluwalia holds a 50 per cent share in the venture, and the remaining 50 per cent is shared equally by Bose and Sen.
Arms Crestra, a full-service agency, will offer above-the-line activities as well as below-the-line and media services. The functioning of both the agencies under the Arms Group - Arms Communications and now Arms Crestra - will be independent of each other.
Bose has been in the advertising and marketing business for more than 25 years. He has been in various marketing roles at Asian Paints, Modi Olivetti and 'India Today'. He began his career in advertising at FCB-Ulka as strategic planner. He has held senior positions at Everest and Interact Vision, following which he moved to Hakuhodo Percept. Bose was with Hakuhodo Percept for seven years - he joined the agency in March 2000 as COO and built the agency from scratch. He was elevated to CEO in 2002.
Ahluwalia says, "We see great synergies in this partnership and expect Arms Crestra to play a significant role in the group's growth trajectory. Arms Communications will continue as an independent agency with its own operating philosophy and portfolio of strong Indian clients."
"For most of the large advertising networks today, relationship management weighs more than the actual value addition required to be made to the brand. The time is up and clients will soon require agencies to bear responsibility as brand custodians," reveals Bose.
Arms Crestra already has a portfolio of clients such as Uppal's Housing, Minda, Blackberry, Switch Masters and Uppal Vornado - the campaigns are readying for release in the next two months. The agency is eyeing a closing billing of approximately Rs 20 crore for the year ending March 2008.