Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
Prabha Prabhu, Partner and Exec. Director, mc2
There was a time when Madison Creative boasted hi-profile clients like P&G and Philips. That was almost a decade ago. In its new avatar, mc2 has ambitions to relive past glory.
4Ps: Why has mc2 never recovered from the DMB&B exit?
PP: When we severed relations with DMB&B, there was a huge setback to our creative business. We lost huge clients like P&G overnight. But we are trying hard to make a comeback. I won’t be able to live in peace till I get those days back for Madison. We’ve hired some great talent and also have a good rooster of clients like Leela and VVF (Doy and Jo range of soaps) now.
4Ps: Yes, but your portfolio of clients is certainly not as robust?
PP: We’re going for the right kind of clients. We’ve always handled number two brands and made them leaders. For example when we handled Cinthol, we beat Liril and put Cinthol at 18% market share. Similarly, Leela today is at No.3, and my job is to see that it moves forward to be the No.2 brand in the segment.
4Ps: Do you have a time limit to put mc2 on a strong footing?
PP: I plan to deliver over the next 2-3 years. Today we have about 12-13 clients. Two years hence, my objective is different. VVF, for example, plans to launch, quite a few more brands. I would like VVF to be at par with Godrej.
4Ps: Are you looking at global alignments (a la DMB&B)?
PP: I’ll put mc2 up there before going for global alignments.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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