To be a part of the increasing growth spiral of the media industry in India, EMM will open offices in Mumbai and New Delhi in November. It will serve advertisers operating throughout the continent from the new office in Mumbai.
Stephen White, founder, EMM International will be the chairperson of EMM India, while Yuvraj Agarwal will be its chief executive officer. Agarwal has 20 years of experience in the Indian media industry.
The company will serve international advertisers and local advertisers operating in India, and offer the same services for Indian advertisers who need media help in the markets they are exporting to.
EMM India will offer services such as media performance evaluation, media agency contract review, improving client-media process, auditing contractual deliverables (such as financial probity auditing), media planning and strategy benchmarking, clarification of volume rebates from the media, media agency pitch management, and media performance incentive programmes.
India is in the midst of media blitzkrieg, believes White. "Advertisers are hounded by a plethora of media options and possibilities every day. The high level of media fragmentation poses a serious challenge for advertisers and their media agencies."
He adds that a research conducted by EMM amongst the advertisers and agencies in India has confirmed that there is a distinct need for a 'critical friend' who can help in the media buying and planning process, increasing RoI (return on investment), assessing inter and intra-media effectiveness by medium, ensuring deliverables and presenting completely independent, accountable and clear plans.
"EMM India will focus on being this 'friend' to the advertisers," he adds.