Mudra Group undergoes first-level restructuring post Omnicom buyout

By Prajjal Saha , afaqs!, New Delhi | In Advertising | November 30, 2011
From January 1, 2012, the Mudra Group will be called DDB Mudra Group, with three agencies under it -- DDB, Mudra, and Mudra Max.

Post the buyout of Mudra Group by the Omnicom Group, the communications company is ready to undergo several changes to integrate Mudra with the DDB Worldwide Network.

To begin with, The Mudra Group will now be called DDB Mudra Group, from January 1, 2012. The Group will have three agencies under it -- DDB, Mudra, and Mudra Max. Ignite Mudra will be rolled back into Mudra and become Mudra Ahmedabad.

However, outfits such as Water (design agency) and Maatra (pre-production) will continue with their respective agendas.

All the multiple offerings under Mudra Max will now be clubbed within four buckets -- media, OOH, experiential and retail.

Pratap Bose will lead Mudra and Mudra Max, while Sandeep Vij will lead DDB.

Water is currently working on a new identity for the group which is to be revealed soon.

Last month, Omnicom Group had announced its intention to increase its stake in Mudra Group from the existing 10 per cent to a majority status.

In the new scheme of things, Anil Ambani, chairman, Reliance ADA Group, the holding company of Mudra, was to join the Omnicom International Advisory Committee.

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