Aegis Media launches second OOH brand
India - Aegis Media's Posterscope Group has announced the launch of Brandscope, its second OOH agency in India to be headed by Fabian Cowan.
Brandscope launches with five clients, namely Indiabulls, Fin Air, Arcil, JK Paper and Kewal Kiran. More client announcements are likely to be made before year end.
Starting with a team of seven, Brandscope intends to expand the team to 18 in 2011. It will initially operate out of Mumbai, Delhi and Bengaluru, adding more centres as required.
Ashish Bhasin, chairman and CEO South East Asia Aegis Media and director of Posterscope Asia Pacific, said Brandscope is a unique proposition that puts the brand at the heart of an OOH solution.
"Until now, outdoor campaigns have been looked at from the media buying point of view, where there is a focus on who can provide cheaper media. But through Brandscope, the campaign will be looked at from the brand's premise. For example, we may do a soap-shaped hoarding for a soap brand to build that instant connect."
Brandscope is also being launched to handle conflicting businesses with Posterscope.
"It's been two years since Posterscope's launch and we're now handling approximately 55 clients. We'd like to expand our franchise now and one of the reasons is to handle conflicting businesses. There may come a point where Posterscope and Brandscope pitch against each other as well," Bhasin added.
Cowan's last assignment was at OOH Media in Mumbai as head of sales. He has over 15 years experience in media sales, sales strategy planning and business operations.