MUMBAI: Underlining the growing relevance of digital advertising in India, Publicis Groupe’s Solutions Digitas India has split into two arms, creating in the process a digital focus agency.

Digitas India will offer digital creative, technology, strategic planning and CRM services. As a complement to Digitas India, and a part of the VivaKi proposition, Solutions India will offer experiential marketing, retail and trade marketing services.

Kanika Mathur has been made the president of Digitas India. She will report to Digitas APAC president of network operations Vincent Digonnet.
 
Digitas International president Stephan Beringer announced the split of Solutions Digitas in India into two separate units. Both Digitas India and Solutions India will be complimentary and remain under VivaKi portfolio.

With sister agencies Starcom MediaVest Group, ZenithOptimedia, Denuo and Razorfish, Digitas is a member of Publicis Groupe‘s VivaKi -- a digital knowledge centre.

Digitas India is aiming to leverage expertise in five core areas: strategy and planning, content and creative, technology, media, and analytics and CRM.

Beringer said, “The market in India is approaching a technology tipping point, and digital services will increasingly become an
in-demand expertise.”
 
Stated Digonnet, “Our digital communication in India has reached a point where it needs to be focused in a specific and specialised entity to deliver the results expected by both our multinational and national clients.”
Mathur added that they are expecting a 30-40 per cent year-on-year digital spending growth in India.

“By officially declaring the purpose and focus of Digitas India, we are further strengthening our network offering and establishing a clear accountability to ourselves and our clients. Furthermore we already are one of the top three digital agencies in the market in size, and we need to start being recognised as such,” Digonnet concluded.