'We have signed on significant new business'

FIRST PERSON/ FROM THE AD WORLD

What would be the current market size?

Difficult to quantify since the unorganised sector is also fairly large.

I reckon the organised sector would be around Rs 200 crores. The advertising spend emanating from the eastern region would be at about 11 per cent of the national average.

What are the operational costs like? Both in terms of fixed costs and manpower

For good people, compensation in the city is more or less on par with that in other metros. There would, of course, be a slight difference on the city-linked CCA component, which is also a function of costs of living.

Fixed costs obviously depend on the level of infrastructure. However, barring one or two, most agencies have been on a right-sizing mode as far as Kolkata is concerned.

How much of the business comes from the hinterland vis-a-vis servicing the national clients?

I guess its about 50/50 as other than Eveready, ITC, Dey's Medical, Tata Steel, Peerless. But I must add here that in a few categories like paints, cement, fans, a lot of the advertising from these local clients operate on a national level.

Any comments on the talent pool, employee retention, etc. Is the exodus of advertising professionals to Mumbai, Delhi and Bangalore continuing?

Yes, the exodus out of the city continues. Consequently, the talent cupboard at the middle level is pretty bare.

Does the current IT and retail boom portend good for the advertising market in Kolkata?How has your business been affected by it?

Sure. Retail, F&B, Real Estate, Healthcare, Entertainment are some of the growing sectors today.

Any perceivable trends in the city advertising like social advertising, commodities, 360 degree integration with PR,direct marketing for a complete communications solution etc?

Not manifest. The only persistent trend would be a budget squeeze! (laughs)

How is the client base now?

Eveready, Airtel, Tata Steel, Dey's Medical, Peerless, Metro Dairy, Taj Bengal, Cement Manufacturing Co and Bengal Peerless are with us now.

In fact, Rediffusion has somewhat bucked the trend both in terms of investing in people and a new office. It has signed on significant new business in the last year, more than doubling the base.