Publicis to start Dialogue

Publicis India is expected to launch its international marketing services brand, Dialogue, in India soon. The advertising agency's Mumbai-based group president Nakul Chopra says that the marketing services company will offer what are known as below-the-line (events, promotions, direct marketing, relationship marketing et al) activities. "It is the fastest growing segment in India," he observes. Part of the $ 4 billion Publicis Groupe, Publicis India is a subsidiary of the advertising agency Publicis Worldwide. The other major agencies in the Publicis Groupe's stable are Leo Burnett, Starcom and Saatchi & Saatchi.

Publicis believes in a holistic approach to marketing and communications solutions. "This means that we have to be media neutral," says Chopra.

It is not clear, however, how Dialogue will come into being in India. "The details are still being worked out. It could be a start up or it could be launched by buying out an existing company," says Chopra.

To be sure, Publicis India was set up some five years ago by acquiring the boutique agency Zen in Mumbai and another small agency, Maadhyam, in Delhi. Later, when Publicis Worldwide bought over the ad agency D'arcy overseas, it acquired a stake in Ambience D'arcy in India too. Consequently, Publicis operates under two brands in the country "" Publicis India and Ambience Publicis.

Meanwhile, the agency has been on a major recruitment drive. It's Delhi-based chief operating officer Param Saikia claims that it has put together a formidable team especially in Delhi. The latest to join the bandwagon is Ashish Chakravarty who quit EuroRSCG to take over as the agency's creative head this month.

Other recent appointments include Sanjay Sipahimalani (formerly with Grey, Euro RSCG, Lowe and O&M) as its executive creative director and Amitesh Rao as its strategic planning director. "There is no agency of stature in Delhi. With the new team in place we wish to occupy that slot," says Saikia.

In the last two years, Publicis has jumped from Rs 50 crore to Rs 150 crore turnover. With clients like HP, Nestle, LO'real, UNICEF and Salora in its portfolio, Publicis is expected to grow at 30 to 40 per cent a year.