'On average we do at least one new pitch every month'

FIRST PERSON/ FROM THE AD WORLD

How much do you think is the advertising market in Kolkata worth?

There are various ways of defining a market. I would define it in terms of the amount of advertising spend in the city. There is no definitive estimate but it should be around Rs 350-Rs 400 crore.

What would be the cost of operations in terms of fixed assets and manpower?

Though I am not allowed quote exact figures but it would be the same as national average, with minor variations.

Is manpower retention a big problem?

In the six months that I have headed this agency, I have not faced any specific problems. I think it has a lot to do with organisational culture. If one is working with top agencies, one is usually disinclined towards frequent changes.

In fact I have had clients remark that their managers might be changed or transferred but they feel assured to know that the agency people usually remain the same. But of course one cannot deny the lure of working for big brands, the scope of which is probably better in other cities.

With the current retail and IT boom, has it helped generate more revenues?

Directly it probably has not. But with more companies setting up shop in the city and more branded outlets and shopping malls one would imagine that the city is undergoing an image make over.

The increase in disposable incomes, one hopes has set the ball rolling. If one is looking at the future with a ripple effect it should ultimately do a lot of good for the business in the city.

What about business opportunity form the hinterland vis-a-vis servicing national clients?

O&M at the moment is concentrated only in Kolkata. There is not much scope of operations in other parts of the state.

We however have an office running in Bangladesh and sometimes if our campaign requires like the recent WBSACS HIV/AIDS control Buladi project was conducted in Kolkata as well as 18 district headquarters.

How does the picture look for O&M in the city?

Contrary to common perception, I think the picture for advertising in Kolkata is not that bleak On an average we do at least one new business pitch every month either of the existing companies or new brand categories.

Currently 25 per cent of our business comprises Hutch. We also handle the B2B business of Tata Steelium. Khadim is another key local client. We recently won the Tea Board business and also are doing the very popular AIDs campaign of WBSACS. We are in the process of doing some corporate work for ITC and have also handled Appejay Finance.

In a sort or role reversal, we have also done the launch communication for the new retail furniture store "" Attitude, which recently opened in Gurgaon, Delhi for one of our client's Universal Specialities.

They are retailing their furniture in collaboration with a Danish company, Tvilum-scanbirk (world's largest furniture manufacturer, who also happen to supply to IKEA).

How do you think the future looks, any perceivable trends in terms of integrated communications or social advertising?

As fas as integrated communication or 360 degree integration goes, I think clients need a bit of orientation in this aspect. It has to be explained to them how their money can go that extra mile especially in terms of long term value.

The aim at Ogilvy is to give our clients world class communication solutions which best suit their brands. For that we utilise all our departments to their best capacity.

It could vary from organising theatre festival like Odeon for Hutch or the dhaki contest for the same brand during the pujas. The hoardings for the WBSACS campaign is handled by Ogilvy Landscape.

We are also looking at taking the communication to the next level where specific disease based queries are answered through outdoor billboards, etc., we have done promotions at highway dhabas and street theatre to increase HIV/AIDS awareness.

Online solutions are provided by our creative team in B2B based businesses like Tata Steelium.

Ogilvy Live is doing various promotions in nightclubs, pubs and discotheques to popularise tea and make its profile more interesting to youngsters.

We also help man Population Services International (PSI) helplines.

With creative communication activities as varied as these I think O&M Kolkata has lot to look forward to and be one of the most exciting and creatively challenging places to work in eastern India.