Dentsu Marcomm Pvt. Ltd, - the Indian Subsidiary of Japanese Advertising Giant Dentsu has announced a JV with Mumbai Based Connecturf.

It will be a 51 – 49 JV with Dentsu holding the majority.

The agency is keen on propelling the Return on Involvement concept as opposed to ROI. This indicates that India is finally catching up with Engagement Metrics. The only issue is – are clients ready to accept Involvement Metrics?

It should be noted that Connecturf already services a lot of Dentsu’s big clients for Digital Marketing Services – HCC, Honda Unicorn, Toyota, Thomas Cook (now 100% Holidays), and Fedex. Clickstremers is already servicing Raymond (another Dentsu client) and Honda Motors.

There isn’t any clear indication of a differentiation between Connecturf and Clickstreamers. Both are under the category of Digital Marketing Agencies. That said, what sense then does it make for Connecturf to harness an agency that does exactly the same thing? This might be too early to speculate but given the current scenario (Connecturf is servicing Dentsu clients and is looking to harness new ways of advertising in the Digital Space within their own agency) – im left scratching my head. It also isn’t clear if Connecturf and Dentsu will be sharing any resources in terms of human capital or if Clickstreamers will form an entirely new team. Strategic alliances however, are definitely the way to go.

Expect some announcements from Dentsu in the mobile space as well.

(Our post on Methods of Mobile Advertising) Sandeep Goyal, the Chairman of Dentsu India has been extremely keen to bolster up Dentsu’s strengths in the Mobile Arena. The agency has spread its proliferation of services quickly – a couple of years back they offered only high quality creative services. They moved then to Media Buying and Planning and now they are fortifying Digital and Mobile. A definite trend.

Here is V. Ramani, the Vice Chairman and MD of Connectuf on the State of Digital Advertising in India on WATShow.

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