Isobar will be in India this year

CANNES: Robert Lerwill, the 55-year-old CEO of the UK-based Aegis Group, the world’s biggest media & market research independent, believes the digital future belongs to integrated media agencies, much like his company. So is media the new creative?

“We’re all, media and creative agencies, becoming communications agencies. The media agencies tools — consumer-centric relationships and execution capabilities — score better for clients, compared to creative agencies who start with the ‘big idea’ and execution for them only comes later.” Proof of the pudding, did you say?

“Recently Renault asked us, Aegis Media, and not their main creative agency, to launch new ‘sexy and small’ car Twingo in France through the internet. We even took the idea to other media (TV, outdoor and direct marketing) thereafter.”

Mr Lerwill also points to Aegis’ Wins-managed iCoke site in China, which attracts around 35 million users, almost a fourth of China’s broadband users. “We have 40 people working on just iCoke in China. We have embarked on a similar work for another Coca-Cola brand, Sprite Yard, in the US.”

With a glow on his face, Mr Lerwill tells the tale of a top Fortune 500 advertiser sacking its world-renowned creative agency because they could not execute their ‘big ideas’.

What about Aegis’ plans for India, a market still not in its global top ten on revenues? Will Aegis digital agency Isobar be launched in India this year. To this he said, “When we launched Isobar in 2002-03, the initial plan gave it a 40 country footprint. We’re already in 37 of these countries, and one way or the other, organically or through an acquisition, Isobar will be in India this year.”

“We have the best margins in the industry. I can never say about whether my competition is making money on media or not because they cross-subsidise all the time.”