Triton Communications, the Rs 130-crore advertising agency, plans to launch an independent media planning and buying company in April this year. "We are looking at tying up with an international company for media buying operations. Talks are in a more than conceptual stage," Ali Merchant, director, Triton Communications, said.
The agency plans to bring in a professional from outside to head (to take charge from April 1) the company. Merchant said the new company will pitch for business from outside, along with working for its own clients.
The agency has also lined up a series of diversification plans, including launching specialised divisions for rural, customer relationship management (CRM), direct marketing and outdoor deals.
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Says Merchant: "We are diversifying into new businesses to find other avenues for growth rather than just sticking to advertising."
"In the pursuit of new business, agencies should not allow their existing clients to suffer. We are going to concentrate on developing our new businesses and service them so well that we can get new brands (or more business) from our existing base of clients. In the pursuit of new business, agencies should not allow their present clients to suffer," Merchant added.
The agency's rural division will focus on logistics, sampling and not just advertising. According to Merchant, rural markets are emerging as high-potential markets and so, that is one significant area where agencies should concentrate on for generating revenues.
CRM and technology-based direct marketing are two other divisions that the agency plans to launch. For each, the agency will be inducting an outsider to head the operations.
Yet another significant area for Triton, this year, will be outdoor. Says Merchant: "We are looking at buying islands and parks for our clients to advertise rather than just put up their advertisements on hoardings. We are not going to adopt the conventional way of outdoor advertising. Outdoor is much more than just hoardings."