Madison takes a creative leap

Beattie McGuinness Bungay, or BMB, the ad agency co-founded by Trevor Beattie in the UK, has entered India through a 50:50 join venture with the homegrown full servicing agency, Madison World. For Madison, which has a strong media offering in the market place, it means stepping up its creative presence. Rachit Vats reports.

Beattie McGuinness Bungay, or BMB, the ad agency co-founded by Trevor Beattie in the UK, has entered India through a 50:50 join venture with the homegrown full servicing agency, Madison World. For Madison, which has a strong media offering in the market place, it means stepping up its creative presence.

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"We expect to operate at a significantly higher scale in creative than what we are doing right now," said Sam Balsara, CMD, Madison World. The Indian agency's advertising business, mc2, will now be merged into the JV.

"There's always been a strong cultural bond between the ad communities of India and the UK," said Beattie. BMB was launched in 2005 by him, Andrew McGuinness, and Bill Bungay.

"We'll now be able to build scale by servicing advertisers in both specialised media and creative services," said Prabha Prabhu, CEO, BMB Madison.