Holdings' media entity, Allied Media, has entered into a strategic alliance with Mercantile Advertising to handle the media planning and buying for all its clients. Allied Media will offer Mercantile Advertising its entire media service, which would encompass strategic planning, media buying and implementation. This alliance is for its Rs 100 crore worth businesses.
Shripad Kulkarni, COO, Allied Media Integrated Communications, says, "We have a high regard for independent agencies. Mercantile, under its new generation leadership, has chalked out ambitious plans. We will support and partner them in their foray."
Rasesh Shah, director, brand planning, Mercantile Advertising, adds, "With a young team, we are also aggressively pitching for clients in categories that range from hair care or aviation to sport. Our endeavour is to provide a complete range of services to our clients and this alliance with Allied Media is the first step in this direction."
Further, Shah says that in Allied Media, Mercantile has found a partner who will ensure the best ROI for its clients.
For the record, Allied Media offers solutions in conventional media, out of home, below the line, activation, retail, rural, experiential marketing, entertainment marketing, new media, digital and interactive media, sports marketing, sponsorships and endorsements. Some of its key clients include Sahara, DLF, Force Motors, Top Ramen, Panasonic and Canon.
Mercantile Advertising on the other hand, has been around for four decades, offering services such as mass media advertising, events, market research and IPO handling.