How important is Mudra in the scheme of things at DDB Worldwide?
A. If you have the right people Mudra has them — in the right circumstance, working for the right clients, then the product is the next priority. After people and product comes profit. DDB is not looking at generating high revenues from India. At least, not in the way, Martin Sorrell of WPP is talking about. Martin is talking about acquiring 45 per cent share of the Indian advertising market and eventually, Asia would be one-third of his revenue. WPP has a different strategy. It is about size and share, DDB is about creativity and service to clients. In fact, the Omnicom group is about creativity and DDB Worldwide is obsessed with creativity. Our focus is on strengthening the Mudra operations with multi-disciplinary offices. Tribal DDB is entering India. Rapp Collins is already operational. Then, Mudra has recently acquired Kidstuff Promos and Events Company. So our perspective is different.
