Sam Balsara launches independent outdoor agency; christens it Platinum Outdoor

Arminio Ribeiro, formerly V-P, JWT and president, Portland India, has been appointed CEO of Platinum Outdoor

Sam Balsara, chairman and managing director, Madison Communications, has launched an independent outdoor agency, Platinum Outdoor. The outfit will be headed by its CEO, Arminio Ribeiro, who was formerly V-P, JWT, and president, Portland India. This is Sam Balsara’s second outdoor agency; five years ago, he set up Moms Outdoor Media Services as a part of the Madison World. Platinum Outdoor, however, will function independently under Balsara’s guidance.

On the need for such an agency, Balsara says, “I think outdoor will play a more important role in advertisers’ marketing plans in the near future, given the clutter in established mass media such as print and television.” He adds that though sectors such as telecom, financial services and media have used outdoor to their advantage in the past, many others haven’t done so, because media agencies are not convinced or not aware of the opportunities that outdoor can offer. “Thus, there is the need for an agency that can evangelise the medium and exploit every out-of-home opportunity,” he explains.

Sam Balsara

Adding to that, Ribeiro talks of how Platinum Outdoor is different from the other outdoor agencies. For one, Platinum Outdoor hopes to go beyond the business-as-usual approach to deliver the right OOH solution, with a stress on creative and innovative planning and spending. “If we want to be a significant player in developing the brand activation market and get into new consumer congregation points, we need to build those capabilities,” he says.

“Platinum Outdoor will make every effort to raise the bar in all out-of-home activities, move from traditional formats to new formats, and couple this with accountability and measurability” says Gour Gupta, who has been appointed COO of the entity. Gupta moves in from Primesite, where he was vice-president. In addition, Lokesh Kumar, general manager, Poster Publicity, has been roped in at Platinum Outdoor as vice-president and business director.

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