MUMBAI: Posterscope India, the Indian arm of the leading UK-based out-of-home agency, expects to grow by 40-50 per cent by FY 2009-10. For the coming year, the agency will be focussed on growth despite the visible odds in the market scenario. The Indian unit will complete one year on September 16, 2009 under Aegis Group in India.
Speaking to network2media, Haresh Nayak, country head, Posterscope India, said, “The last one year was about investments, the coming year would be about growth. When we started the agency in India it was more than just a business for us. We were doing something that we believed in deeply. We had nothing in legacy but had to build everything from a scratch. We had to reach out to the client in a short period of time besides building the entire backend support. We worked on short deadlines like meeting 90 clients in 45 days. In the first month itself we got 14 clients on board.”
Said Ashish Bhasin, chairman, India & CEO, South-East Asia, Aegis Media, “It was a brilliant year though we were worried because of the economic slowdown, but, we were able to invest in offices and human resources. I think it was the right time to bring Posterscope to India as clients needed an international agency as the (out-of-home) industry is considered unorganised, and, we created a sense of optimism. We got more offices, brought in many tools and then customised them. The cherry on the cake was the launch of Hyperspace few months ago.”
The agency had built itself on the three pillars of clients, human resource and process system tools. The tools which Posterscope uses are renowned internationally. They are classified under the Prism Suite which has eight different tools under it.
Posterscope boasts of 37 odd clients across various categories like consumer durables, retail and lifestyle. Some of the clients include Philips India, Adidas, BlueStar, UB Group, Pantaloons, Google, Big Bazaar, Lee Cooper, Ray Ban and Essar Steel.
“We have also invested heavily on human resources. About 85 per cent of our human resources are MBAs. Even in Hyperspace, when we started it was 15 people, now it is more than 65 people across 26 offices. Hyperspace, the division of Posterscope added another dimension to Posterscope,” added Nayak.
The agency plans to battle the visible odds in the OOH industry in the coming years. With increasing media costs, economic slowdown and more OOH players entering the market, survival is expected to be tough. To beat competition, Posterscope plans to spread to 10 more cities, upgrade its tools and be more aggressive to win new businesses.
Earlier, Posterscope India was a joint venture between the Percept Group and the Aegis Group. Subsequently, the JV was called off and Posterscope was re-launched independently in India by Aegis Group.