Homegrown full servicing agency Madison World, which has a strong media offering in the marketplace, is stepping up its creative presence.
Sam Balsara's Madison has entered a 50-50 joint venture with the UK-based BMB, a creative hotshop founded by Trevor Beattie.
For Madison, which has 20 units across 10 specialised functions and sees media as its chief contributor to the overall billings, this is a second international alignment as the agency entered a pact with DMB&B and later discontinued the relationship. "We expect to operate at a substantial higher scale in creative than what we are doing right now. The idea is to substantially build our offerings in creative," said Balasara, CMD, Madison World.
After the completion of the joint venture Madison World's current advertising business of mc2 will be merged into this JV.
"Madison has a strong presence in media. With this JV the creative too will get its due recognition. We'll be able to build scale by servicing advertisers interested in both specialized media and creative services," said Prabha Prabhu, CEO, BMB Madison Advertising.