Mumbai: As part of its growth strategy, the Rs 742 crore Ogilvy & Mather Ltd (O&M) is in the process of developing an aggressive five year plan to accelerate its growth. O&M managing director Mr Ranjan Kapur told The Financial Express: "Our growth strategy will include new initiatives, new divisions and services and a new way of looking at the advertising business."While the leading agency chalks out this growth strategy, it has already bagged accounts worth Rs 150 crore in the last two weeks. This includes advertising accounts worth Rs 40 crore bagged by Ogilvy & Mather, Delhi. The new accounts includes Electrolux brand, which was earlier handled by TBWA Anthem. The Delhi division will handle the entire range of white goods namely washing machines, refrigerators and air-conditioners. The agencies involved in the pitch included McCann-Erickson, Contract and TBWA Anthem.
According to Mr Kapur, the focus of O&M's growth in addition to the new business wins will be through concentrating on Consumer Relationship Marketing (CRM), database management, consumer connectivity, interactivity and rural network in the next two years.
In addition to Eletrolux, O&M has bagged a host of accounts which include Lycose, Limca (the account moves from Leo Burnett), Maxwell Industries (entire franchise of VIP - the account moves from Advertising Avenues) and RPG Centre and part of Relianceinfo.com.
Copyright © 2001 Indian Express Newspapers (Bombay) Ltd.
