'The focus will be on traditional media'

Ogilvy & Mather (O&M), the advertising agency, is planning to strengthen its hold on traditional media and a range of new initiatives in 2006.

Piyush Pandey, executive chairman and national creative director, said, "Sixty five to seventy per cent of our business comes from television. While internationally there seems to be much talk about how new media is overtaking traditional media, for O&M it is clearly going to be ensuring more impact and cost effective traditional media. That apart, this year will also see a host of new initiatives that we will bring to the table across our varied services."

In the next 30 days, O&M will be launching a new initiative in the direct marketing space under the Ogilvy One banner, which is O&M's direct marketing agency. That apart the public relations unit of O&M - Ogily PR this year will also venture into public affairs arena.

This year will also witness O&M start a design company, which will cater to different kind of designs from brand design to corporate entity.