The news of GroupM’s Vikram Sakhuja joining Sam Balsara’s Madison Media Group including OOH as Partner and Group CEO is creating waves in the media industry since yesterday. So when did the conversation between media veteran Sam Balsara and Vikram Sakhuja start and culminate into a partnership?
“Not too long ago. The process is not important, nor the time taken. It’s the outcome that is important,” says Balsara.
While the appointment is being welcomed by most and is being hailed as a big step forward for the homegrown agency, there are numerous rumours on the reason for the appointment, and what it would mean for the agency and its competitors.
A few excerpts from a brief chat with Chairman and Managing Director of Madison World Sam Balsara...
Vikram Sakhuja is known to have very strong client relationships, do you forsee a huge number of accounts moving to Madison Media with this new appointment?
No. We have always been selective about new business and will continue to be so. But wait for Vikram to join and then ask him, too. His world view will count more than mine. Remember now we have a partner!
With Vikram coming on board what is your new approach and expansion plans for Madison Media?
Vikram will focus on here and now of our clients’ businesses and clients’ future growth strategies that can be impacted by media. Lara (Balsara) will continue to look after new growth areas for Madison World (Madison World refers to the entire spectrum of Madison companies in the area of Advertising, Media, OOH, PR, Entertainment, Sport, Retail, etc.) and diversification into newer areas. Only at board meetings, once a quarter we will talk about Madison’s own growth plans. Let Vikram come on board and then we will tell you more.
You have known Vikram Sakhuja for over two decades now, first as a Client, then a media partner and finally as a formidable competitor as you put it, what is your advice to him in your partnership to further strengthen Madison Media?
Let us focus on here and now. An agency's strategy is as important as implementation and execution. Our three mantras adopted a couple of years ago, continue: Ideate, Automate and Digitate.
Madison recently lost the Airtel account to GroupM, does Vikram Sakhuja coming on board mean the winning a lot new business for Madison Media?
Winning and losing clients is part of an agency’s life. We don’t let that distract us from our mission or values which are printed on our walls for everyone to internalize.
What are the new parallels of growth that you and Vikram hope to achieve in partnership for Madison Media?
We are an agency born to meet our clients’ growth needs. Not our own! We focus on improving our client satisfaction scores in a sustainable way, so that our clients grow their brands, market share and profits.