MSLGroup, which launched an events and experiential marketing vertical in 2002, has renewed its focus on the space in the last few years, informed Jaideep Shergill, CEO, India. The intent is to achieve 5 to 10 per cent of total revenue from the vertical in three years, he explained, in conversation with Campaign India. While its contribution is currently small, it is a growing space, added the CEO.
Shergill said, “We recognised events and experiential as a key strategic pillar that will create scale and expand/complement our existing offerings. We had slowed down the focus during and after the slowdown in 2008-‘10 and since then we are bringing it back again with a renewed focus across Asia and India.”
The team handling the vertical now comprises five people, spread across Delhi and Mumbai. The agency plans to add more staff ‘soon’.
Asked how much of the event / experiential business is organic (from PR clients), and how much of it is standalone, Shergill noted that the split would be equal. “Being a full service communications firm, our objective is to offer an integrated communications package to both existing and potential clients,” he added.