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Prasanth Mohanachandran and Karl Gomes partner to start a digital agency

By Kapil Ohri , afaqs!, New Delhi | In Digital | May 07, 2010
The agency will be called AgencyDigi and will offer both creative and media solutions

Prasanth Mohanachandran, who recently quit OgilvyOne, has joined hands with Karl Gomes, ex- national creative director, digital, Rediffusion Y&R, to set up a digital agency called AgencyDigi.

The agency will offer both creative and digital media planning and buying. It will offer a range of digital services, such as display advertising, mobile, search and social media marketing.

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Confirming the development, Mohanachandran says, "We think this may be one of the most exciting and dynamic times in our industry's history. Marketers are looking for new innovations in measurement, flexibility and delivery. And consumers are just looking to converse."

On how AgencyDigi will be different from other digital agencies, Mohanachandran points out, "We are not a digital agency, but an agency for the digital world."

He elaborates, "Digitization is happening across all mediums. Apart from offering digital solutions just for internet and mobile, AgencyDigi will help advertisers in the digital age by providing digital solutions related to other mediums as well."

Mohanachandran has about 17 years of experience, of which he has spent about a decade with the Ogilvy group. His last role in the organisation was executive director, digital services, OgilvyOne and Neo@Ogilvy. Prior to that, he managed his own digital agency, eDeltaC Communications, which was eventually acquired by the Ogilvy group in 2000. It was later rechristened to Ogilvy Interactive, and then Neo@Ogilvy.

Gomes has more than 13 years of experience in the industry, out of which he has spent nearly 10 years in the digital arena. He worked as an independent consultant after he quit Rediffusion Y&R in November 2009. Prior to Rediffusion Y&R, he has worked with agencies such as Arc Worldwide and Tribal DDB.