OOH agency BrandScope India climbs the growth curve

By Surina Sayal , afaqs!, Mumbai | In OOH News | May 12, 2011
The out of home agency has seen acceleration in growth since its launch just six months ago with the addition of new clients and team members, besides innovative outdoor campaigns being rolled out.

Posterscope Group from the Aegis Media stable, which brought its second OOH agency BrandScope to India in November 2010, has picked up pace, adding new clients to its roster, and members to its team.

The agency that was set up six months ago, and started off with clients like Indiabulls, JK Paper, Finnair, and Arcil, has now been brought on board as the OOH partner for brands like Anchor Panasonic (about a month ago), Trident Developers, Chhattisgarh Tourism, Marathon Builders, Fujifilm, and Ajmal Perfumes.

For Chhattisgarh Tourism, the agency has rolled out a campaign in 8-10 cities in the north, as well as, in some international cities like Berlin, with the help of its international counterparts.

With international tie-ups in place, BrandScope has also brought in OOH innovations that are adaptable and can be used effectively by brands in India, some of which have been appreciated by clients who are currently working with the agency on executing these in the coming weeks.

For the Dubai-based Ajmal Perfumes that BrandScope added to its roster two weeks ago, the agency has planned an extensive 20-city outdoor campaign in India that is currently in the process of being rolled out.

In addition to this, BrandScope is currently working on an urban value communication project which is a huge canvas, and will be the first of its kind seen in the country. This consists of CSR city-based projects, where the agency is tying up with municipal bodies of different cities to celebrate these cities.

A similar project was rolled out by the agency's international offices for cities like Milan and Paris, and BrandScope India is all set to do the same here. The agency will share more details as the campaigns roll out around Diwali this year.

Discussing the growth, Haresh Nayak, managing director, Posterscope Group, says, "The buoyancy we have seen in the last six months, and the manner in which clients are responding to these new initiatives is commendable. At this pace, we will raise the OOH bar to levels that allow clients to see us as an agency that is well-rooted in the local fabric, and at the same time, brings international expertise in the OOH space."

Fabian Cowan, business head, BrandScope India, adds, "BrandScope believes that when a client or associate adds the value of our innovative approach, subtracts the vagaries of dealing with many vendors at a time, multiplies the benefits of using our specialised services, and divides the cost over a period of time, the arithmetic almost always works in their favour."

The agency, which started off with an 11-member team in Mumbai and Delhi in November 2010, has now started a Bengaluru office, as well. The entire team size has gone up to 22 people. The agency will also be making a senior appointment for the north market in the next few days.

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