AD Agencies
Upbeat with ’16 billing, Dentsu Aegis aims to be No. 2 in ’17
MUMBAI: Large account wins and a number of acquisitions in creative, digital and PR segments, Dentsu Aegis Network is on a roll with an approximate 2016 billing of Rs 4,500 crore.
Dentsu Aegis Network South Asia chairman and chief executive Ashish Bhasin is upbeat about his target of dislodging IPG from the number two spot by 2017. Industry experts however believed that while Dentsu could be on a growth path, overtaking IPG might be a distant dream.
DAN has managed to beat British and American advertising conglomerates such as WPP and IPG in rapid acquisition. Now, its real challenge will be to ensure integration of acquired companies in its network.
Dileep Cherian-owned Perfect Relations was acquired by DAN last September for an estimated Rs 200-250 crore, followed by creative marketing agency Happy Creative acquisition for an estimated Rs 300 crore followed by experiential design studio Fractal Ink purchase for Rs 250 crore. DAN earlier acquired Milestone Brandcom, WAT Consult, Fountainhead-MKTG, Webchutney and Taproot.
Bhasin hoped that that 50 per cent growth would come from acquired businesses.
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
