Blue, the full service agency that has offices in Hyderabad, Bengaluru and Mumbai, has become part of the OneAGENT network.
OneAGENT is a conglomerate of leading independent agencies in the US, Europe and Australia. It combines strategic global thinking with a flexible approach that reflects the needs of local HR teams. Three other agencies are part of this network: the UK's Thirtythree, the US' CKR Interactive and Australia's Re.Agent. Pinxit Blue from Asia is the fourth.
Pinxit Blue is an 18 year old Indian ad agency, which works for clients such as TCS, Google, Yahoo, Infosys, The Loft, Capgemini, Times of India and a few others. As part of an independent agency network, Pinxit Blue will be able to work for clients of other network agencies, who wish to advertise in India.
OneAGENT got in touch with Pinxit Blue earlier this year. The ad agency made presentations to OneAGENT. After assessing the kind of work that Pinxit Blue has handled in the past, OneAGENT closed the deal with it this month.
The other independent agency networks in India are IN, TAAN (Transworld Advertising Agency Network) and ICOM. Arms Communications, Connecturf and Vyas Gianetti Creative are part of IN, Network Advertising is a part of TAAN, and Triton Communications is a part of ICOM.
Ali Merchant, director, Triton Communications, says, "Such networks operate just like multinational networks such as WPP or IPG." The network could consist of one agency in a region, like OneAGENT is now functioning, or have various agencies that have specialised resources. As part of an international independent agency network, there is pooling of knowledge and resources. Conferences, workshops and training programmes are held for member agencies, so that there is common ground for knowledge sharing. "But being a part of such a network is not a guarantee of getting business," says Merchant.