Grey Worldwide to focus on organic growth; inducts senior people in Delhi

Ashutosh Khanna, senior vice-president, Grey Worldwide, has a different strategy of encouraging growth at the agency's Delhi branch. The focus is not on hot pursuit of new businesses, but on consolidation of existing businesses. Consolidation takes precedence over new business chase because, in the words of Khanna, the agency's "growth is connected to the growth of the client". Khanna rationalises, "The endeavour is to grow the client's market share because that in turn grows our base."

This approach seems to be paying rich dividends to the agency branch. According to industry estimates, the billings of Grey's Delhi office stand at Rs 160 core currently. The agency brass hopes to grow that base by 20-25 per cent over the next financial year. The recent acquisition of the Samsung business, estimated at Rs 30 crore, has given a big boost to the agency's billings.

As part of its focus on organic growth, Grey has made some fresh appointments at the senior management cadre. Hari Krishnan and Bhaskar Ghosh have joined Grey, Delhi, as client services directors. Both have moved from Bates, Delhi. While Krishnan was client services director at Bates, Ghosh was group account director handling Nokia. The creative department has added a new resource in Viral Pandya who has joined as creative director. Pandya was with Saatchi & Saatchi, Delhi, as creative director and has worked on accounts such as Santro and the Taj Group of hotels.

Leaving Bates was a tough decision for Krishnan, but working in a new system was something he was keen on. Talking about the agenda at Grey, Krishnan says, "In line with the strategy of consolidation, the task is to create a strong team to service the Samsung business. Samsung is a world-class brand today. And since it is up against the likes of LG, the focus is to strengthen the Samsung brand." Another account designated to Krishnan is the globally aligned Pedigree brand of pet foods from Mars Inc.

For Ghosh, Grey offered a different kind of opportunity. "I have always been working on single account businesses. At Grey, I was offered a portfolio that allowed me to work on a set of businesses." In his new assignment, Ghosh handles a clutch of accounts including Revlon, Hindustan Times, SBI cards and GE Countrywide. Ghosh has a number of public sector accounts in his kitty as well.

In a related development, the agency has won a couple of new businesses - including India Shining, which is aimed to promote the reforms programme of the Government, and the home equity business from GE Capital. © 2003 agencyfaqs!