Nakul Chopra, group president Ambience Publicis and Publicis India, said: "It is both a need of our clients as well as a business opportunity. Publicis Worldwide is set on providing holistic communication solutions to clients."
Dialogue will encompass all marketing and below-the-line services events, promotions, PR, direct marketing and interactive communications, and will primarily work with the two Publicis agencies in India, Ambience Publicis and Publicis India.
In addition, it will collaborate with Publicis Groupe brands like Leo Burnett and Saatchi & Saatchi. However, the agency will actively gun for independent business as well -- as Chopra noted, "there could be clients that don't want to use Dialogue or vice-versa".
He admitted that such company divisions had encountered more failure than success in India thus far. "The first thing that will secure success is genuine specialisation. (At Dialogue), all communication disciplines will feed off the same brand brief. The client will genuinely get to see an orchestrated campaign across channels in the marketplace."
Dialogue launch part of Publicis 'holistic' move
Publicis will shortly launch its below-the-line specialist, Dialogue,as part of a new process at Publicis Worldwide dubbed 'La holistic difference'.
