Dentsu India launches Dentsu MediaTech

Dentsu India's fourth agency is looking at an approximate billing of Rs 30-40 crore during the rest of the year

Dentsu India, the joint venture between Dentsu Inc and Mogae Group, announced the launch of its fourth full-service agency, Dentsu MediaTech. The agency, for now, will be managed by Rajesh Aggarwal, president, Dentsu India; though the hunt for an agency head is on.

Dentsu MediaTech will offer clients a full spectrum of one-to-one engagement, cutting-edge creative solutions, end-to-end media and a full slew of digital, mobile and new media services. Being the youngest agency of the group, Dentsu MediaTech will be positioned uniquely, with more focus on the technology interface of traditional advertising.

"At MediaTech, we'll be dealing with new media. A lot of clients are asking for solutions, which are integrated into new media. So, above above-the-line, integrated with new media, is what we are going to offer. It will also strengthen our delivery of 'communication without lines' patterned on the futuristic solutions that Dentsu Inc. is known to provide in our home market of Japan," says Aggarwal.

The agency is expecting a billing of Rs 30-40 crore for 2010 (September through December).

Dentsu MediaTech is currently looking at clients such as Jaypee and Jet Airways, which the agency has acquired as part of the merger of the group's CRM and loyalty practice arm, ClozR Communications. Dentsu India has bought out Serco BPO (earlier Infovision), its erstwhile partner in the loyalty vertical.

Dentsu India Group already has three full-service advertising agencies, Dentsu Communications, Dentsu Marcom and Dentsu Creative Impact in the Indian market. Each agency has completely independent teams, managing advertising and media for a host of anchor accounts.

The group chairman, Sandeep Goyal says that the fourth agency has been formed to resolve the possible client conflict in categories where Dentsu has already had to turn back business, despite having three independent agencies in the marketplace.

A number of the new initiatives of the Dentsu Group -- in space management, retail design and creation of brand-experience centres -- will also function under the Dentsu MediaTech banner. To start with, Dentsu MediaTech will operate out of Mumbai and Delhi. Recruitments are in progress; and the company is looking at recruiting a dedicated team of 20-25 people at the agency, within this year.

Dentsu India is a 74:26 JV between Dentsu Inc. of Japan and Sandeep Goyal's Mogae Group. Besides the four full-service ad agencies, the Indian operation runs Clickstreamers (a digital media agency in partnership with Ignitee) and www.lastminuteinventory.com (remnant media trading platform where TOI, Zee and Star also own equity). Dentsu Inc. and Mogae have a 51:49 JV in the Middle East, headquartered out of Dubai Media City, but administratively controlled from India.

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