The new shop has a strategic tie-up with Delhi-based advertising agency InCommunications (Inc), founded by former McCann-Erickson president Nikhil Nehru.
Absolute will service Inc's roster of clients, therefore operating as the agency's media arm.
Pal quit Zenith Optimedia in August last year after a three-and-half-year stint. His experience spans Mudra and Discovery Channel, as well as an international assignment with McCann-Erickson. He is also a media advisor to Emami, a Kolkata-based personal products company. He joined Zenith when the network was being set up in India.
Key clients serviced by Absolute are Polaroid, Gopaljee dairy products and Leh Berry juices. "At present, we have all the clients of Inc on board and in months to come we will also start participating in media pitches," said Pal. He sees the agency picking up business worth US$11 million by the end of the year.
Inc was in the news recently as one of the finalists in the recent pitch for the Congress (I) election advertising campaign, and with this development, both agencies are likely to be active on the pitch circuit.