OOH leaders to discuss pros & cons of media owner-cum-agency firms

In recent years, several outdoor media owing firms forayed into OOH agency business to maximise the business opportunities in this industry. Likewise, some of the specialist OOH agencies have also taken up ownership of outdoor media assets. It appears that the number of such media owner-cum-agency entities is increasing.

Keeping in view this emerging trend, OAC 2014, which is beginning at Grand Hyatt in Goa, tomorrow will have a panel discussion on the theme''Emerging Trend: Media Owner-cum-agency - Pros & Cons'. Eminent industry leader Sam Balsara, Chairman & MD, Madison World, will moderate the discussion that will take place between Pawan Bansal, Chief Operating Officer, Jagran Engage, Alok Jalan, Managing Director, Laqshya Media Group, and Raj Mohanty, Vice President, Kinetic Worldwide India.

Balsara is currently the head of Madison World which has 24 units across 10 specialised functions in advertising, media, business analytics, PR, OOH, rural, retail, entertainment, events and sports management. Over the past 24 years, Madison has grown to become a Rs 30 billion company, employing over 1,000 communication experts, with offices in India, Sri Lanka and Thailand.

Bansal has over 20 years of experience in sales and marketing functions. As Chief Operating Officer of the OOH and BTL divisions of Jagran Prakashan Ltd, he is responsible for the overall functioning of various operations of both the verticals. His major responsibilities include strategising for growth and expansion of business/media, delivery of top line and bottom line growth, and tie-ups with strategic partners. He is a founder member of Indian Outdoor Advertising Association (IOAA).

Jalan set up his company at a time when the OOH industry was still unstructured. It was his vision of being a trendsetter and innovator in the Indian OOH media space that led him to set up Laqshya Media Group in 1997. Under his leadership, Laqshya has grown to become one of the foremost OOH media companies in the country. He has also founded IOAA and is also the patron sponsor of IOS (Indian Outdoor Survey) conducted by the MRUC (Media Research User Council).



Mohanty brings with him 19 years of rich experience. Prior to Kinetic Worldwide India, he worked with LG Ads. He has also worked with Airtel, Salvis, Poster Publicity, Clear channel, and Posterscope, as well as in the airline industry.