Mudra integrates all specialist units under Mudra Max

Mudra Group has integrated all its 12 specialist units under the Mudra Max umbrella with effect from May 5 2009. It may be recalled that in early 2008, Mudra had combined its media offering under the Mudra Max brand. The specialist units include Mudra Videotec, Terra, Primesite, Tribal DDB, Rap Collins, Kidstuff, Prime Retail, 10 Integrated and Celsius among others.

Talking to Campaign India, Pratap Bose (pictured), CEO, Mudra Max says the move signals their coming of age as a full service communciations specialist agency. He says, “Here we have taken all the different units and ploughed them back into the media agency. It’s a bit of a reverse integration process.” On how the move signals a differentiated offering, Bose believes scale will be key. “Most other agencies that have attempted this process have units that consisted of two to four member teams, without the required scale. Our units are scalable, with each of them, on an average, consisting of a 70 member team,” says Bose. All unit heads will report to Bose.

Bose says the goal was to drive the whole communications planning process, towards investment planning which he says is the next level. Says Bose, “The traditional media planner in this country just talks press, TV, radio surround. Unfortunately, no one has the background to be able to expand their horizon in terms of other media channels. That’s a process that we are adopting internally to be able to train the classical planners into a far more rounded 360 degree plan.” Bose says the brief they would ideally like to get from the client is not a media brief but rather a marketing problem. He adds, “Media will always be the bulk of the buy but the fact that we will be able to think media nuetral in every space of consumer contacts is the difference we can make.”