Game plan for TBWA\India remains the same post-acquisition: Shiv Sethuraman

Following the completion of the acquisition of its 49 per cent stake by TBWA\Worldwide together with Omnicom, TBWA\India has entered a new phase. However, for Shiv Sethuraman, CEO, TBWA\India Group, the game plan continues to be the same and the completion of the acquisition is just a formality.

by Tasneem Limbdiwala
Published: Sep 16, 2008 8:40 AM | 2 min read

$Game plan for TBWA\India remains the same post-acquisition: Shiv Sethuraman$

Following the completion of the acquisition of its 49 per cent stake by TBWA\Worldwide together with Omnicom, TBWA\India has entered a new phase. However, for Shiv Sethuraman, CEO, TBWA\India Group, the game plan continues to be the same and the completion of the acquisition is just a formality.

Sethuraman explained, “Now that we are done with it, my focus would be to strengthen our creative leadership nationally. The second priority would be to strengthen our Tequila management. In that regard, we are looking forward to announcing our partnerships with some other entities. These are some immediate priorities for us.”

On the fallout, Sethuraman insisted that people movement was a natural phenomenon. However, the agency has seen enough exits with Sean Colaco, Gopinath Menon and Probir Dutt bidding adieu. Sethuraman said that the agency would now see new people coming in. “As I take charge and things start to accelerate, it is but natural that some people would want to leave. But I think we have seen the most exits that there could be,” he added.

Sethuraman also confirmed that the media business of the agency would now merge with OMD and would be working closely with each other.

Regarding the impact of this acquisition on the clients’ side (for example, Malayala Manorama), Sethuraman insisted, “With Malayala Manorama, the issue is less to do with the acquisition and more to do with George John himself. He has been very closely associated with Malayala Manorama. I was in Kottayam to meet the clients and they are fine with the partnership. It’s a very long term partnership and it is as strong as it was before and will get even stronger. So, from the client perspective, the acquisition is really is not likely to make a difference to them because what they are concerned with is about the people who have been working on the brand continuing to work on the brand. W have reassured them on the same.”

Following the acquisition, TBWA together with Omnicom, will now own 100 per cent of TBWA\India. George John and Kurien Mathews, two Indian shareholders will remain with the agency until the end of September, after which George John will serve TBWA\India in an advisory capacity. The third shareholder, N Krishnan, will assume an expanded role as COO, TBWA\India Group.

There have been media reports speculating that Kurien Mathew, who would be with the agency till September-end, joining Starwberry Frog, which plans to foray into India soon, as its CEO.