Building India's answer to Ogilvy | Pratik Gupta @ Zoo Media
Founder Thesis
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The History of the Traditional Ad Business
In the 1980s, WPPR split media and creative into two different cohorts internally. So group and today we do all the media planning and miles. In India, they control 65% of all media inventory. It's a lot more homogeneous but also compete otherwise competing with the big four in terms of pure may, but reserve buys as we call it. Sunbeas of a newspaper, hoarding, theater advertising, TV spots, etc. becomes very difficult to do.
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