Meridian Communications merges with Soho Square

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | February 21, 2013
The move is a part of the agency foraying into the international market.

Ogilvy India's sister concern Meridian Communications will now be known as Soho Square after merging with the international agency of the same name, which is a part of the WPP Group. The three branches of Meridian, in Mumbai, Bengaluru and Delhi, will operate as independent boutique agencies under this banner.

Piyush Pandey

The name change is followed by a logo change, too. Interestingly, while the logo remains the same, written upside down at a right angle, the three agencies were asked to choose from about six approved colours. While the Mumbai branch has chosen purple for its logo colour, the Delhi arm has selected orange and the Bengaluru office will use pink in its logo.

However, the heads of all three agencies will report to Piyush Pandey, executive chairman and creative director, Ogilvy & Mather India and South Asia. "Meridian will have the opportunity to use international expertise and network, making it an international entity," he says.

The agencies will provide the whole spectrum of marketing communications such as brand development, brand identity, strategic planning and integrated creative solutions. The agency will also tap into the resources of Ogilvy & Mather and other WPP networks in Asia Pacific. Soho Square has presence in Asia Pacific, Europe, Latin America and North America.

Meridian Mumbai's clients will now be handled by Soho Square. Some of the clients include ITC's personal care products, Perfetti's Stop Not, Piaggio's Vespa, Bisleri, Pidilite's Raincoat,, Oberoi Realty, Nutrela Soy, H&R Johnson and Hockey India. The core team in Mumbai will be headed by Samrat Bedi.

The Bengaluru branch caters to Himalaya Healthcare's consumer products division (Purifying Neem Face Wash, Clarifying Fairness Face Wash, Toothpastes, Face packs, Shampoos), Himalaya Asia Pac, The Bengaluru International Airport, GKB Opticals and iGate. The Bengaluru team is led by Shenaz Bapooji.

The clients in Delhi comprise Honda Cars India (formerly Honda Siel Cars India), Godfrey Phillips India, HTC, HDFC and Voltas. The agency is currently on the lookout for a suitable head for the Delhi branch.

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