CHUCK BRYMER, CEO, DDB WORLDWIDE TALKS OF INDIA’S GROWING ROLE IN THE APAC REGION
From a notional existence of sorts, DDB took a major step in India when it completed the 51% take-over of Mudra Communications. Earlier this year, Mudra Communications was rebranded to become DDB Mudra Group, reflecting the growth in DDB’s presence in India. For many, even though the step to take a majority stake in Mudra was a big one, it still meant that DDB was a late entrant to this market. Chuck Brymer, CEO, DDB Worldwide has a very different view on the subject, though. He says, “I don’t think the question is about being early or late, it is about where we are and where we intend to be. We are very well positioned in India right now to grow rapidly and build on DDB’s presence here. We are excited about who we are and where we are heading. The party has just begun!”
The “party” required a sizeable investment as well, if media reports are to be believed. Some even say that it would take at least three years before DDB starts seeing returns on its investment in India. Once again, Brymer brings a completely different view to the table. He points out that this deal was not just about DDB working in India, but also about DDB India contributing to the agency’s global agenda, where Asia-Pacific (APAC) has become a priority.
CREATIVE EXCELLENCE FROM APAC
Brymer remarks, “We have had a great level of success here. We have been either at the top or very close to the top for the past number of years. Completing the deal in India just added to it and gave us a stronger platform to work. We are very excited about our prospects in the Asia-Pacific and the Indian market.”
DDB’s focus on APAC was evident also when, in February 2012, the agency announced that Amir Kassaei, Chief Creative Officer, DDB BEGUN’Worldwide, will be establishing DDB’s global creative centre in Shanghai. It is believed to be the first time a global, Madison Avenue agency has moved its creative headquarters to China.
Madhukar Kamath, Group CEO and Managing Director, DDB Mudra Group, explains that India is one of the centres of excellence for DDB APAC, making the market’s role critical in DDB’s APAC ambition. DDB has already announced the launch of many new Omnicom brands in India, including the shopper marketing agency, TracyLocke.
It has nearly been six months since DDB announced its decision to acquire a majority in Mudra and the company has been busy since. The rebranding was accompanied with a reorganization of the business and complete integration of the India office into the DDB system. Brymer adds, “The teams have worked together on a number of different client ideas, campaigns and we combined this with the annual DDB Asia Pacific Summit, which we hosted in India this year. It has been busy and we are not slowing down. The next 150 days are going to be even more active.”
OF ENTREPRENEURSHIP AND CREATIVITY
The return on its investment in India that DDB is looking for is in the work for its clients and their success. Brymer says, “We are looking for a certain kind of talent and ultimately we will look for results from that talent, in the way of growth. The process for all this is already in motion. We are here to learn from what is happening in India and making DDB stronger globally. It is symbiotic in that context and we expect returns in the form of innovation, capital and credibility.”
DDB is amongst the few agencies that enjoy a highly applauded creative reputation. For DDB, it is imperative to ensure that its creative standards are the same across markets. Establishing a certain kind of creative culture is the first step the agency takes in that direction, but in the case of Mudra, according to Brymer, the foundation of the culture was already there. Brymer believes that two of Mudra’s greatest strengths are its entrepreneurship and creativity. He says, “If you look at DDB, these very characteristics are its strengths. DDB Mudra is one of the most successful creative agencies in India, and platforms like GoaFest reflect that. Putting these two traits together creates an incredible opportunity, a powerhouse. We have been together for some time as a minority partnership and that has helped both to understand each other, share values and ideas. It has created significant opportunities to not only create tools and capabilities on a global level but also understand the abilities of this market to help DDB globally.”
Kamath states, “When there are acquisitions or mergers, things don’t go very smoothly in most cases. But because we have been together for years, it’s been a wonderful fit in terms of cultures. The restructuring, the Summit, new brands being introduced - there is just great energy in the DDB Mudra Group today.”
A LITTLE ABOUT THE GROUP
In 1949, three gentlemen named Bill Bernbach, Ned Doyle and Maxwell Dane gave the advertising industry a wake-up call. They introduced a new approach to marketing that relied on insight into human nature, respect for the consumer, and the power of creativity. Thus was born DDB. The DDB Mudra Group, a part of the Omnicom Group, is an integrated marketing communications and services network, having transformed itself successfully from an advertising agency. It comprises eight agencies – DDB Mudra, DDB MudraMax, Mudra, DDB Health &Lifestyle, RAPP, Tribal DDB, Water and Maatra.
The group’s scope of services include Advertising, Media Planning & Buying, Digital & New Media, Data-driven Marketing, Health & Lifestyle, OOH, Retail Design and Visual Merchandising, Navigation Solutions, Experiential Marketing (Promotions, Events, Rural), Trade Marketing, Youth Marketing, Localisation Pre-Media Services, Content Creation, Strategy and Design Consultancy.
The DDB Mudra Group operates out of offices in 15 cities in India and is represented in more than 20 other locations. It has more than 1,100 employees.
Its clients include Aircel, Ashok Leyland, Asian Paints, BPCL, Bank of Baroda, Baxter, Castrol, Cipla, Colgate, Dabur, Emirates, Emami, Federal Bank, Future Group, Gillette India, Godrej, Gulf Oil, HDFC Bank, HPCL, Hindustan Unilever, HP, HUL, ITC, Jaypee, Jyothy Labs., ICICI Prudential Mutual Funds, Idea cellular, Johnson & Johnson, LIC, Lavasa, L&T, McDonalds, MSD, Malayala Manorama, Mother Dairy, Nestle, Novartis, PepsiCo, Peter England, Philips Healthcare, Reebok, Rotomac, Sab Miller, Shell, Star India, Standard Chartered Bank, Tata Communications, Tourism Australia, TTK Prestige, UNICEF, Union Bank, United Spirits, Volkswagen, Western Union, Worldwide Media, Wipro, Wrigley and Zydus.
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