Storyboard

Gursimar Shah
MBA 1 B

STORIES IN BRIEF
STORYBOARD- CNBC TV 18

1-omnicon has bought 100% of a company named TBWA.

2-Even as international holding company consolidates and Santosh and Paddy have left their respective companies to start their own agency from scratch.
3-Regional retailers go shopping for national partners.
4-First take segment has the clippings of
a)Lafarge concreto starring M.S.Dhoni
b)union bank of India(good people to bank with)

Welcome to Storyboard .I am ANURADHA SENGUPTA.


STORIES IN DETAIL
1.Omnicon buys 100% of TBWA
After years of trying Omnicon that owned agencies like PBDO,CBWA and DVD has taken the total ownership of an agency in India.It has stake in 3 agencies .4 If you recall what the company is heading for now. And finally the balance 49% in TBWA.This has given Omnicon a big boost.
MICHAEL BERKIN(CEO,OMNICON ASIA PACIFIC)
“India is a market where we need to build our presence .If we make changes, we will surely make it with our partners”
The 12.7 Billion dollarscommunication network Omnicon has been itching to scale up in India.Over the last 3 years it has tried everything from appointing former Hindustan lever chairman K.K DASISETH to bringing Asit Mehra (UNION LEVER HEAD)as its Executive Vice President .Its only now that these efforts are paid up.TBWA promoter George John ,Kurrien Mathews,and Krishnan have finally sold 49%share to TBWA to boost its creative credentials.

SHIV SETHURAMAN-“We will try to be as good as any other TBWA office.the company will now look towards India much more aggressively in terms of investment in this market”.
A new national creative director will be announced in the next few days.TBWA clear advantage will be the globally aligned accounts moving to India.dDespite the full control of Omnicon over the TBWA ,it may not be the WBC’S stranglehold in India.
JASMINE SOHRABJI-(MD,OMD)
“We refera lot of creative agencies to our partners.opportunities come at both the sides and this is a new avenue for us.
Nearly 75 crores have come into business.Bajaj,Standard Chartered ,Nivea are confident that TBWA will work in their favour.
RANJU MOHAN(VP-SALES AND MARKETING)-The retailing feature which the company has will enable us to have the knowledge of abroad which can be translated to Indian conditions.
2.LEO BRUNETT EMPLOYEES WANT TO BEGIN THEIR OWN AGENCY FROM SCRATCH
The executive creative director of LEO BRUNNET Santosh and Paddy will begin their own agency.For them awards alone are not enough.and they have decided to quit their respective agencies and strike out on their own.To know more on their plans lets talk to the men themselves.Please welcome Santosh and Aggi.
ANURADHA SENGUPTA-Okay what is this Aggi we spoke to you in Canne and after Canne and you were JWT’S great big new hope and now JWT’S is not big enough for you.
AGGI-I wont say its not big enough .I have been in JWT’S for 3 years and it will be 3.5 years by the time I leave it,and when I joined the agency there was a plan and an agreement which we all agreed upon. And after these 3 years I think all of us can keep our hands on our heart and say that we have reached wherever we Wanted to at the end of 3 years.
ANURADHA SENGUPTA-You are saying that 3 years ago you had decided that you will be there for a certain period of time or until certain goals are achieved.
AGGI-Until certain goals were achieved .Its not just the awards and recognition that matters but the missionary and the structure and the hierarchy also play an important role for getting a fertile output.Its a great place for any creative leader to come and think at its best.
ANURADHA SENGUPTA-Okay santosh ,Aggi is talking about the JWT’S and why its at the top and not about himself.Why did you quit an agency which is clearly at the top and where you being recognized and having great opportunities.
PADDY-I have grown up with this agency.I would not have considered any other agency except this.Every agency has its own culture and style of working .We are in the business of people.I learnt a lot in Brunett and I will experience all these things in my new venture.
ANURADHA SENGUPTA-But why a new venture .I am not getting this answer from either of you.What is that where you are a pinnacle of your function havent been able to give you and you want to quit and start a new agency.There is no challenge left for you to perform,correct.
PADDY-N0 I don’t think so.I can keep on growingtill I become worldwide creative officer.We had certain goals in our company that we have achieved.
ANURADHA SENGUPTA-So the ultimate goal Leo Brunnet has is not exciting for you any longer.
PADDY-No obviously it has been exciting and that’s the reason we are here.and you all know that we are at a position were no company will refuse us and all our demands will be met.We wanted to explore certain things and feel a little bit more relaxed.because you have a lot of responsibilities when you are in your own agency which you cant deny.
ANURADHA SENGUPTA-Aggi what are the opportunities that you want to explore outside the large worldwide agency?
AGGI-We not only have to create a product but also a structure that will run smoothly.It also involves a lot of non creative work.Its not something that I cant or don’t want to do well,its something I have learnt over the years.
ANURADHA SENGUPTA-Its something that you will perhaps not do.
AGGI-Exactly.but when we say we going to a new agency we not saying that we are going to go away.
ANURADHA SENGUPTA-Of course.and youll have to put in your 100% so that the money keeps coming in and you don’t have to do the work that you don’t want to do.
PADDY-Yes,we will be doing the work that we ourselves can handle and set our pace for.So while the scope of our job increases ,the quantity of job is in your control.
ANURADHA SENGUPTA-So you want to set your own goals ,your own pace.so paddy any names that you have thought of.
PADDY-Frankly we have thought on this issue and decided to put down the names on the paper.It is so confidential ,that we didn’t even meet ,so that people dont start guessing.
AGGI-And this is the main reason for the time lag
ANURADHA SENGUPTA-So you have not thought of any names.
PADDY-We will put the names on paper by the end of November. Or the beginning of December and put everything in place.
ANURADHA SENGUPTA-What is it that your agency wants to do?What kind of clients and brands you want should approach you.What is the size of the firm you planning to keep and what is your philosophy?
AGGI-The problem is that whenever we sit down to write a philosophy we realize that we have already written for this client before.It is not necessary to have a philosophy and then work for it rather we can start working ,get output and then develop a philosophy .Then you find the strengths you have vis-à-vis the clients you have.There is this put rather Paddy’s put-WE WILL NOT DO DIFFERENT THINGS, WE WILL DO THINGS DIFFERENTLY.
ANURADHA SENGUPTA-With both you guys leaving and the kind of relationship you have had with your clients, any do’s or don’t’s.Will you say that you will not porch any Leo Brunnett existing client.Anything that you will not do.
PADDY-Certainly we are starting from scratch so I don’t think we will be able to afford the guys from our respective agencies and as we just said we have not named any persons yet.
ANURADHA SENGUPTA-And is this agency funded by you two only .You don’t have any big business backers.
PADDY-no we don’t have any big business backers .Its been funded by us.
ANURADHA SENGUPTA-On this show ,we discussed about the Omnicon which bought TBWA.You are open to the fact that going down the road you become an agency that’s really attractive,as I call it AGGI AND PADDY.It becomes really attractive ,everybody wants to buy you.You reach a certain scale and then you sell out.And this is the general trend.Do you have anything of this in your mind.
PADDY-The advertising agency is the only agency where the top 15-20 agencies are the top players and this is not true for any other category.When you talk of people selling out at some point of time,its probably because goals change,dreams change.So it depends both on how we feel and what we do.
ANURADHA SENGUPTA-So you open to the fact that may be 2 years later you are sold out.
PADDY-Yes
ANURADHA SENGUPTA-Okay.thank you so much Aggi and Paddy for coming to storyboard and sharing with us your sense of plans though not the details.hope to see you in January when you will be able to tell us the names and what you will be doing.
PADDY-We have no clients, no people and no office at the moment.
ANURADHA SENGUPTA-Great dreams for sure.all the best for future.It is not so often that people take such risks,so all the very best.

MESSAGE BOARD
1).I&B Ministry has allowed foreign board to publish in retailing.
2)26%FDI cap in the new state.
3)Anand Bazar Patrika to launch Time Magazine.
4)IPL opens for trade players between December 15 –January 15.No $5m cap
5)Madhukar Kamate- new chairman of ASCI.


3)REGIONAL RETAILERS
Regional retailers like Banaras base group and Maharashtras karigar and Identiti are saying if you cant be the organizers at their pace,its best to join them.Whats driving them is their mission to go nationwide.Local retailers are grabbing the opportunity to set up store in store format in large retailers.
BHAGI RATH JALAN-DIRECTOR JALAN GROUP
He is not any other person who is trying to buy a sari to please his wife.His visit to the Banaras sari sho is purely professional.H wants to know what kind of sari s are being sold at Banaras.His plan is to stock the 100 sq feet area he has booked .The Jalan group has opened 14 such stores.
Identiti will be opening 100 more shops by 2010.
KISHORE BHATIJA (CEO INORBIT MALLS)-300 malls will come up by next year.

THAT’S ALL IN STORYBOARD THIS WEEK BY YOUR HOST ANURADHA SENGUPTA.