afaqs!

Genpact seeks creative agency

By , agencyfaqs!, New Delhi | In Advertising | November 08, 2007
Quite a few agencies have been asked to make presentations. Grey Worldwide is the incumbent agency

Genpact, which & #BANNER1 & # started as GE's BPO in India, is on the lookout for a creative agency. Grey Worldwide has been handling the account since late 2005. Genpact is mostly into recruitment advertising and the size of the business is not too significant.

According to sources, quite a few agencies have been asked to make presentations. It could not be ascertained whether Grey Worldwide is also part of the pitch process. Both the agency and the client declined to comment. But sources say that quite a few agencies have been asked to make presentations.

Genpact was earlier known as GECIS. It started as GE's BPO in India. Later, 60 per cent of its stake was sold to private equity firm General Atlantic and Oak Hill Capital Partners. Even later, it was rechristened Genpact and diversified to take on non-GE business for back-office operations.

So far, Grey Worldwide was providing Genpact a complete communications solution for all of its global operations, which included the US, India, Mexico, Hungary, China and Romania.

Genpact, which manages business processes for companies around the world, will soon celebrate a decade of its existence in India. It began in 1997 as a 30x30 foot mail-processing venture in Gurgaon near New Delhi. Today, it is a $613 million enterprise across nine countries, serving dozens of well-known corporate brands in 15 industries.

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