Ex Neo@Ogilvy hand Prasanth Mohanachandran (pictured, left) and former Rediffusion NCD for Digital Karl Gomes (pictured, right) have launched a digital shop Agency-Digi.
Talking to Campaign India, Mohanachandran said, “This was on our minds for sometime since late last year. It’s taken a while since then for things to fall into place. Karl quit his job much before I did. I took a little longer to take the plunge. May 10 was our first working day in our new office.”
Agency Digi currently has an office in Mumbai and a second one in Hyderabad. The latter will be headed by Vamsi Krishna, who previously headed international business and search engine optimisation at Neo@Ogilvy.
Although the duo has never worked together before, Mohanachandran says they were competing in the same space for some time in their previous jobs and hence, got to know each other well. “We respected each other’s style of working, although it must be said we are complete opposites when it comes to our way of functioning. When we set out to launch our own venture, we were very clear that we were not starting yet another digital agency. We are positioning Agency Digi as an idea agency for the digital world.”
Adds Gomes, “We felt like no one was really solving problems in the digital space, everything is so measurement driven or campaign driven. We were looking to push for ideas that are integrated with digital at its core.”
Mohanachandran says that Agency Digi’s larger area of focus will be digital out-of-home, digital print, digital TV and the yet emerging area of digital events and retail. The timing according to Mohanachandran was right because it seemed like a better idea to launch a start-up during a slowdown.
The duo say they are in the process of putting their team together for now, and will be making some key announcements soon.