Allied Media debuts in the ‘Top 5 Media Agency’ list

Allied Media, the media services outfit of the Percept Group, has debuted in the Top 5 of the Brand Equity Agency Reckoner – Media Agencies in its very first full year of operations.

Explaining his Agency’s remarkable performance Shripad Kulkarni, COO, Allied Media said, “360-degree is what the market craves for, and it’s in our genes. Clients have accepted our 360-degree proposition.”

Said Harindra Singh, Vice Chairman & Managing Director, Percept Limited, “This is a huge achievement for Allied Media which, in fewer than 12 months has showcased the potential of Percept’s 360-service capabilities in servicing its clients. Allied has made a dramatic entry into the Top 5 Media Agencies space.”

Kulkarni says the big success for Allied Media comes from training its people on the EPP (Engagement Planning Process). “We conceived the EPP model as there are many tools available in the marketplace. We synthesize these tools into a working process, and encourage planners to go into the fundamentals and approach both above-the-line and below-the-line at one go,” he says. In the last one year, Allied Media has invested over 1,000 man-hours in training its employees in the EPP and in handling 360-degree recommendations.

This is a change from the way traditional media has worked and Allied Media’s innovative media marketing tools backed by the Percept Group’s inherent capabilities and strengths have ensured its success.

Allied Media’s clients vouch for the agency’s well-rounded thinking and execution ability. According to Alok Bharadwaj, senior vice-president, Canon India, “The whole package Allied Media offers is an integrated media offering and not just as an agent to negotiate lower media rates. They deliver on the intended goals.”

Percept’s Media services offer turnkey solutions in conventional & traditional media, out of home, below the line, activation, retail, rural, experiential marketing, entertainment marketing, new media, digital & interactive media, sports marketing, sponsorships & endorsements. They provide a unique media service delivery platform through its micro-marketing infrastructure with the support of IT based networks. This ensures reduced national and regional response time, apart from increased speed and efficiency for clients.

In Aug 2007, Allied Media launched the Engagement Planning Process (EPP) model, a one of its kind – systematic Process to arrive at a 3600 Media Solutions. This has been successfully implemented across its client base delivering stunning results for its clients.

Allied Media today, boasts of a long list of clientele that includes – DLF, Canon, Sahara, Samsung, Hero Honda, Indian Oil Corporation, Style Spa, Force Motors, TCL, Delhi Police, Nahar Group, Indo Nissan, E I Dupont Ltd, Sharp Business Systems, Toshiba, Electrolux, Essar Mobile, World Space, Bilt, Kohinoor, Zicom, DKT, Pidilite, Citizen, Panasonic Moneygram, NIIT, Force 1, Kingfisher Bohemia, and JVC.

Said Mr Shripad Kulkarni, COO, Allied Media, “It has truly been an achievement to break into the big league in India in our very first full year of operations. We hope to improve on this ranking in the coming year and Kulkarni adds, “We are by far the fastest growing media agency in the country. We have clocked $100 million (Rs 450 crore) in the first full year of operations, and our target for the current year is $200 million (roughly Rs 900 crore). So far, we are on course.”

Percept’s Media Services has a strong network of 40 offices across India and has a team strength of 200.

Percept/H, Percept’s flagship advertising agency has also moved up one place from last year (2007) when it was ranked No. 15 to No. 14 in the 2008 Brand Equity Agency Reckoner – Advertising Agencies.

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