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Quasar Media realigns to create three divisions

By Kapil Ohri , afaqs!, New Delhi | In Digital | July 29, 2009
The company has created independent divisions to look after its advertising, technology and international businesses

Quasar Media, which is better known as an interactive agency, has carried out an internal realignment. The aim is to do away with its image of being just an advertising agency and to sharpen its focus on offering customised solutions to its clients.

Speaking to afaqs!, Manish Vij, co-founder, Quasar Media, explains, "We have realigned our teams into three broad divisions -- Brand and Media solutions, Technology and Web solutions and International Business group."

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The brand and media solutions (BMS) team will be responsible for providing digital marketing solutions to clients. The technology arm will offer digital and Web solutions to clients and include services such as creation of a corporate website, setup of online dealer management system, and development of Facebook applications and widgets. The international business team will handle the digital production outsourcing work and focus on international clients.

Quasar Media has been offering solutions other than advertising, especially technology and Web solutions, for a long time. However, it is only now that the company has created special divisions for this purpose.

Vij further reveals that Quasar Media has even created four teams within BMS, which will serve and pitch for clients based on the type of business, or on the basis of digital media usage.

An eBusiness team will cater to advertisers who run their business on the internet and mobile platforms; while the Emerging Media team will target clients who want to employ social media and mobile marketing.

The Essential Digital team will provide services to marketers who use the digital media on a routine basis; and the Upcoming Digital team will approach advertisers who are still experimenting and not very aggressive towards digital marketing.

Sandeep Singh, business director, Quasar Media points out that companies who are already aggressive towards digital media usage and spend nearly 10 per cent of their overall marketing budget on the digital medium will be placed in the Essential Digital category, for instance automobile, finance, online travel and airline companies. FMCG clients and liquor brands, on the other hand, will be in the Upcoming Digital category.

Citing the reasons for further classification of BMS, Singh indicates that different types of clients have different needs. For instance, an FMCG client will require more brand based and creative solutions, vis--vis a company that is experienced in digital media usage and may demand both brand and performance based campaigns.

The company has opted to keep all three divisions independent of each other and have dedicated, separate teams to cater to their clients. "All divisions will have their own business development, creative and productions teams," says Singh. However, the company claims that it is open to pull resources from different divisions and teams depending upon the client requirements.

The heads of the divisions will report to Vij, Harish Bahl and CP Singh, the other co-founders of Quasar Media. The company is targeting to earn equal revenue from all three divisions.

Quasar Media's clients include Microsoft Corporation, Monster.com, Makemytrip.com, Airtel, Dish TV and Skoda.