MUMBAI: GroupM and Quasar have joined hands to build India’s largest integrated digital media agency network.

 

As per this development, Quasar will align its Media units, Quasar BMS and Blazar, under GroupM Interactions management. The consolidated agency network will now include the existing brands of both the businesses – Mindshare, Motivator, Maxus, MEC, Quasar BMS and Blazar.

 

The alignment will not result in change of leadership for Quasar and Blazar. These two agency brands will continue to run independently, reporting to GroupM Interactions Head Tushar Vyas. They will also report in into an operating board constituting senior leadership from both Quasar &GroupM.

 

Quasar BMS and Blazar are the digital media business units within Quasar. The other business unit i.e. Quasar TWS which is the Technology and Web Solutions Unit will be aligned to Possible Worldwide which got announced on 16 February. The International Business Group (IBG) which is the global digital production unit has been re-christened as Quasar Primo and will continue to focus on creative and technology development for international clients in partnership with different networks of WPP and direct clients.

 

GroupM South Asia CEO Vikram Sakhuja said, “For GroupM consolidation and leverage are our two mantras. We have been successfully managing several independent media agencies for some years. As the world goes more digital we see tremendous synergies by now aligning Quasar BMS and Blazar into the rest of our digital business. Together we will bring best of class end to end capability in Paid, Owned and Earned parts of Digital Media.”