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Starcom MediaVest launches second OOH agency, Vector

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | February 03, 2010
Vector promises to create a new approach to the way out of home business is done in the country by offering experiential solutions to the clients

The Starcom MediaVest Group has announced the launch of a new out of home (OOH) agency, christened Vector. This will be its second such agency as the group already runs an OOH unit, Navia Asia.

Headquartered in Mumbai, Vector will be headed by Sriram Iyer as chief operating officer. It will operate as a division of the Starcom MediaVest Group, with major operations in the top four metros. Iyer will work under the leadership of Sanjay Shah, chief executive officer, Vector. Shah will continue to be CEO, India, Navia Asia, in addition to the new role.

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Iyer has more than 19 years of experience in the advertising industry. Earlier, he was chief operating officer, Navia Asia. Before joining Navia Asia in August 2009, he was CEO, Street Culture. Iyer was also country head, client servicing, Outdoor Media Integrated, where he launched Dove Shampoos through an OOH and activation led all-India activity and also executed one of the most innovative integrated campaigns for UTI Mutual Funds. As an entrepreneur, Iyer ran his own company, Digiratti Media. He began as a manager with The Times of India in its Response department.

Navia Asia, which manages the OOH needs of clients of all VivaKi media brands in India as well as its own AOR clients, will continue to operate independent of this development. In the new venture, Iyer will be supported by Abhishek Singh, head, North and East, India and Rakesh Srivastav, head, West and South, India.

In an official communiqué, Ravi Kiran, chief executive officer, South Asia, Starcom MediaVest Group, says, "The out of home industry is gaining momentum after seeing some difficult times in the past one year. Despite the difficult period, Navia Asia had a steady growth. Inspired by this, we decided to create a brand new unit, with its own vision, leadership and operating processes."

Vector will start with a team of fifteen talented professionals and two clients, STEL and DB Realty.

Discussing how Navia and Vector will differ, Sanjay Shah, CEO, Vector, tells afaqs!, "Navia Asia, over the past half decade, has grown organically, absorbing the best practices and processes. Vector leverages on this experience and brings a whole new approach to the OOH industry. Our account planners are trained to ideate and plan OOH campaigns that include traditional OOH, ambient media, activations, branding and rural communication. So, Vector is now a single window solution that integrates traditional OOH with the new and emerging opportunities becoming available in OOH."

When quizzed on whether the new agency will handle conflicting businesses, Shah says, "Partly, yes and also, to take the Starcom MediaVest Group's OOH offerings to the next level."

Vector will focus and develop below-the-line activities for the clients. Iyer adds, "With Vector, we are creating a new approach to the way out of home business is done in the country. We will offer clients experiential solutions and stay ahead of the curve by being agile and state of the art. Under the guidance of Sanjay, I'm sure we will soon grow to become an agency to watch out for. Some of the initial work we have done is being appreciated by clients and we hope to create lovable campaigns."

Vector will collaborate with Navia in several areas aimed at bringing greater transparency and accountability to OOH and ambient marketing as a discipline, enhancing return on client investment and objectives. These include customisation and application of international tools and best practices, development of India specific planning and measurement frameworks, import and application of new OOH display and production technologies, development and licensing of IP based ideas and structured assets, and technology enabled near-real time monitoring and tracking systems and management dashboards.

Shah concludes, "One of the meanings of Vector is 'a Force' and Vector will be the force that provides clients speed, agility and quantifiable communication solutions in the OOH sphere."
Let's wait and watch if Vector lives up to this name!

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