GroupM and Quasar join hands to build integrated digital media agency network

GroupM and Quasar have joined hands to build what they claim to be India’s largest integrated digital media agency network. As per this development, Quasar will align its media units, Quasar BMS and Blazar, under GroupM Interactions management. The consolidated agency network will now include the existing brands of both the businesses – Mindshare, Motivator, Maxus, MEC, Quasar BMS and Blazar.

A press note from the agency informed that the alignment will not result in change of leadership for Quasar and Blazar. These two agency brands will continue to run independently, reporting to Tushar Vyas, head, GroupM Interactions. They will also report in into an operating board constituting senior leadership from both Quasar and GroupM. 

The other business unit i.e. Quasar TWS which is the Technology and Web Solutions Unit will be aligned to Possible Worldwide which got announced on February 16. The International Business Group (IBG) which is the global digital production unit has been re-christened as Quasar Primo and will continue to focus on creative and technology development for international clients in partnership with different networks of WPP and direct clients.

Manish Vij, co-founder, Quasar Media, said, “Digital media is innovating at a very fast pace. Collaborative learning, cross platform expertise, innovation across digital vehicles and combined media buying / creative strength will immensely benefit clients of the two market leaders. With this partnership we have been able to get all of this while keeping the autonomy and nimbleness of each operating brand of both agency networks.”

“It’s a move to consolidate India’s best talent, learning and capabilities under one leadership in order to give the best of innovations and service to our clients. Opportunities in digital advertising are evolving at a very fast pace and we believe that a more collaborative approach will be the key to capitalize on these opportunities for us and our clients,” explained Harish Bahl, CEO and founder, Smile Interactive. 

Vikram Sakhuja, chief executive officer, GroupM South Asia added, “For GroupM, consolidation and leverage are our two mantras. We have been successfully managing several independent media agencies for some years. As the world goes more digital, we see tremendous synergies by now aligning Quasar BMS and Blazar into the rest of our digital business. Together we will bring best of class end to end capability in paid, owned and earned parts of digital media.”