Dentsu India has
signed a memorandum of association (MOA) with a Bangladesh based ad agency, Madonna Advertising. The relationship will be a purely referral arrangement and have no equity involvement.
When asked how this relationship would be beneficial for Dentsu India without an equity involvement, Sandeep Goyal, chairman, Dentsu India, explains, "When most global clients plan a South Asia campaign, running it in all South Asian countries forms part of the same media plan. Therefore, they require footprints in each of the countries to reach out to the desired amount of target audience. This partnership will provide Dentsu clients access to Bangladesh for communication of all their brands."
Dentsu India also has an association in Pakistan with an ad agency called Evernew Concepts. So far, no association has bee forged with agencies in Sri Lanka or any other South Asian country.
Madonna is one of the top 10 advertising agencies in Bangladesh. Its client list includes British Airways, Westin Hotel, TNT-Express, Aventis, Malaysian Palm Oil Council, MoneyGram, Bata and Australian Centre for Education.
The Madonna relationship will be overseen by Ruchira Raina, executive director, Dentsu Communications. Fakhrul Kamal, chairman and managing director, Madonna Advertising, says, "As affiliates of such a large global group, we not only hope to work with some of their clients in our country, but also help some of our local clients in accessing knowledge and services from Dentsu."