The media services company, Karishma Initiative (KI), launched by Lintas Group in 2009, has tied up with Mumbai-based interactive agency, Media2Win as its digital partner. Karishma Initiative has its own digital team as well.
Speaking to afaqs!, NP Sathyamurthy, chief executive officer, Karishma Initiative, says, "Our digital team will collaborate with Media2Win, and both will work as a single team to offer digital media services to our clients." KI has about 11 clients, including Etisalat telecom, Samsonite, Bombay Dyeing and Add Gel Pens.
Namrata Balwani, chief operating officer, Media2Win tells afaqs!, "It is a long-term association, and as per the deal, we will execute the creative strategy and also handle the digital media planning and buying of Karishma Initiative's clients. Apart from display advertising, social media and search marketing solutions will also be offered by Media2Win to KI clients."
As a digital partner, Media2Win will also participate in pitches along with KI.
On the reason for partnering with a dedicated digital agency, Sathyamurthy points out that digital campaign management requires real-time monitoring, expertise and specialised skills, which traditional media agencies may not have.
Both Sathyamurthy and Balwani declined to comment on the financial arrangement for the partnership. However, as per industry estimates, traditional agencies usually pass on most of the commission, which is earned for the digital work done for clients, to the interactive agency.