In 2000, the Ogilvy group started RMG David as its second agency. It rechristened it to Brand David five years later. In February this year, Ogilvy merged it into group agency Bates. The explanation for the merger went something like this: Since both Bates and Brand David were creative hot-shops created for the Asian market, it didn't make sense to have two of them floating around.
But that craving for a second agency never went away. Which is why recently, the Ogilvy Group announced the arrival of a new "sister concern," called Meridian Communications; the Group had it registered several years ago.
Piyush Pandey
Unlike Bates and Brand David, Meridian has been created specifically for the Indian market, and will not be foraying into other countries. As of now. Rensil D'silva, Ogilvy's hotshot Creative Director-who incidentally also wrote the script and screenplay for Bollywood blockbuster Rang De Basanti-has been anointed Executive Creative Director of Meridian.
Kumar Subramaniam, former President of Brand David, will play the same role at Meridian. Says Piyush Pandey, Chairman and National Creative Director, Ogilvy & Mather India: "I'm tired of exporting Ogilvy employees to our offices in other countries. I think it's time I create more space and opportunities for them here." Meridian already boasts an admirable roster of clients, including Radio City, Arvind Mills, Levi Strauss India, and INX Media. Nobody's saying it loud and clear, but Meridian could turn out to be the perfect vehicle for the Ogilvy Group to take on conflicting business.
