S4C, the company started by Martin Sorrell after he was "electrocuted" by holding company WPP in April 2018, is all set to embark on its India journey.
Sorrell told a packed house of advertising and marketing professionals at the 44th IAA World Congress in Kochi, India, that S4C will roll out operations in the content space with MediaMonks, a creative production company. "We are at the cusp of opening S4C and MediaMonks over the next few days," he said talking about S4C's first digital creative agency acquisition, whose integrated production capabilities span the entire creative spectrum.
Speaking about the potential of the Indian market, Sorrell said that India was currently at the foothills of the digital journey. Comparing S4C with the journey of WPP (Wire and Plastic Products as it was known) in the early days, Sorrell said that WPP targetted the BTL space which was seen as unattractive by the leading creative agencies of that day. He said that though digital is very different from BTL, a similar story could unfold in the current context.
The S4C journey is driven by data, content and programmatic which is currently 40 percent of the client budget on an average across the world.
Sorrell is confident that the market in India will change. "MediaMonks offers faster, better and cheaper content," he said.
He said that while S4C was starting in the content area, India had a bright future with the quality of its people in Bengaluru and Mumbai. "They will grow into mountains," he said.