The new agency’s founding clients include 7-Up, which the agency won earlier this year. BBDO Asia will take a minority stake in RK Swarmy BBDO, and vice versa. The launch is the result of a year’s planning to create an agency to handle conflicting business, but also share clients where necessary.
“Both agencies will work on multinational and domestic clients. We even see situations where both will work for the same client, either on different brands or by offering different services,” said Chris Thomas, chairman and CEO, BBDO Asia-Pacific.
Efforts will focus on the advertising capabilities of BBDO India, although Proximity - BBDO’s below-the-line arm — will be launched once the new agency has reached a viable size.
Shekar Swamy, CEO, BBDO India Group, said: “Our goal is to be in the top three within three years. We believe we can achieve this by addressing different client mindsets and needs. The new entity will add to our diversity of offerings.”
On the hire of Paul, Thomas added: “BBDO and Swamy are hugely ambitious. Josy shares that ambition. He brings experience tinged with edginess, a belief in the power of ideas and a desire to challenge the existing norms.”
