Meenakshi Madhvani, the former CEO of Carat Media Services turned entrepreneur, has put together a 15-strong team at SAS, with offices in Mumbai's Bombay Central suburb.

SAS will offer strategic services to advertisers and broadcasters. The analytical services will include evaluation of both the creative and media-buying agencies servicing the advertiser; provide research-based solutions in respect of the various available media vehicles; also help broadcasters arrive at the "value" offered by their offerings to advertisers/ad agencies.

SAS, which is making a quiet debut on the media scene, ahs already got two sizeable clients on board, says Madhvani, without revealing names.

Speaking to indiantelevision.com in August, Madhvani had said, "Biases drive client solutions in advertising today. The current breed of media planners and creative personnel prefer the television medium because they feel that it is more interesting and remunerative - irrespective of whether it is relevant or pertinent."

Talking about the relevance of the services that she plans to offer, Madhvani had said: "There is a real need for media audit firms because clients are grappling with questions related to the efficacy of their agency's media strategy; and whether they are getting the desired impact for their ad bucks. There is an opportunity that exists and I shall strive to convert this into a business proposition."

Spatial Access Solutions is also in talks with the two other media audit outfits in the Asia Pacific region — R3 of Singapore and the Australia-based Charles Godbolt — to work out a pan-Asian collaboration pact.

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Biases drive media, advertising solutions: Meenakshi Madhvani