M&C Saatchi (Not to be confused with Saatchi & Saatchi which was also started by the Saatchi Brothers) a UK based young advertising agency having 18 offices in 13 countries has announced its plan to launch a digital arm in India known as M&C Saatchi Direct & Digital.

The digital arm is to be headed by sumantra sengupta who was earlier the VP at RMG Connect. M&C Saatchi is headed by Rakshin Patel, who was formerly CEO of RMG Connect. Sengupta commented on the growth opportunities on going digital in this article in agencyfaqs where in he said “Clearly, the engines of growth for digital advertising have been in search marketing and display advertising. I think the growth now will also come from the ability to offer innovative ways to target new age consumers using existing social networks or being able to create social networks around brands.”

On the whole the trend of going digital continues as far as traditional agencies are concerned. So whether it was percept with percept knorigin or publicis with digitas or WPP aquiring Quasar the trend to go digital just keeps on increasing the the day. One of the key points that Sumantra makes in his statement is one of using social media for brand engagement and also how can brand create communities that are longlasting and not a fly by night operation. It will be interesting to see how the social media battle pans out given that the list of social media agencies seems to be increasing day by day.

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