Campaign India Agency Report Card: Metal

Type of agency: Advertising
Company ownership: Independent
Key personnel: Narayan Kumar, director and creative chief, Probir Dutt executive director, Ambarish Ray
vice president, Siddharth Prasad VP-creative, Trilokjit Sengupta creative director, Sharan Sai Kumar senior planning director
Accounts won: Platinum Guild India, Reliance Infrastructure Fund, Sennheiser, Kingfisher Training Academy, 
Shriram Insight, LIVIA Legal, Indus World School of Business
Accounts lost None reported

Metal steadily sailed through choppy waters of its first year of existence. Despite industry sentiment being cautious around the time of its launch, the agency has added new businesses and people over regular intervals in the past one year. The agency currently has seven retainer clients in addition to several projects which are being executed from both its Mumbai and Delhi offices. To service these accounts, it has strengthened its creative teams too. Key amongst them is the hiring of Trilokjit Sengupta as creative director at Mumbai and the launch of its Delhi operations with Siddharth Prasad and Probir Dutt at the helm. A good, solid first year.

Campaign Score: 9
 
How METAL rates itself: 9

Metal opened its doors on December 4, 2008 and is today one of India’s youngest and fastest growing integrated brand and marketing communications company.

Given that Metal was set up bang in the middle of a global economic slowdown, the company has consistently managed to deliver greater value to its clients by streamlining operations, providing integrated services and pioneering a reverse engineering model where a single window interface is set up for clients to maximise value and optimize costs.

Metal has also successfully set up three subsidiary arms spanning specific disciplines – Metal Digital, Metal Productions and Breakthrough Consultancy Services. Metal Digital has already executed integrated digital projects for domestic and international clients across verticals like BFSI, Process Outsourcing and Cosmetics and Healthcare. Metal Productions on the other hand has already completed a full-fledged TVC production and has several projects on the floor.

 Breakthrough is Metal’s proprietary brand and business consultancy arm that aims to provide strategic direction to established as well as to-be-launched brands. It is currently engaged in several such projects with clients across categories like internet aggregators, lifestyle and luxury and financial products and services.