McCann World Group has announced the entry of its second agency, T.A.G., into India.
This will be the third country where the full service agency will have a presence. It has operations in San Francisco and Tokyo.
T.A.G. is driven by the belief that today many brand owners often feel that communication partners are locked into their own output – the creative agencies believe that a 30-second-something can solve it, the event/ media guys believe the answer lies in a sponsorship and the digital blokes believe that the Holy Grail is a widget.
T.A.G is designed to approach brand challenges in an unconventional way. It is neither a typical agency nor a marketing consultant. T.A.G. will provide innovative media-neutral communication solutions that drive business.
However, T.A.G. doesn’t restrict the use of creativity in designing a communication program.
Prasoon Joshi, chairman of McCann World Group, India, says, “We are proud to bring such a prestigious name to the Indian market which brings up to the minute world class strategic communication solutions capability to India. Also given the status of the economy there is a strong need to provide effective and accountable solutions that solve the problems where they exist rather than just restricting ourselves to mass media options.”
The agency will follow a fixed as well as variable remuneration format. The agency is geared to solve a problem at a fundamental level, it stands accountable for the results and is happy to be measured and remunerated accordingly.
“The agency will initially have offices in Mumbai and Delhi, but additional offices will be included as the need arises,” Joshi shares with afaqs!.
The agency should be up and running in the next three months. The businesses that T.A.G. handles in the markets abroad are X-Box, Adidas, Levis, Jeep and Nextel in the USA market. At the Cannes 2008, T.A.G. won two Grand Prix for the film and integrated marketing campaign categories for the work done on X-Box titled Believe.