Firstpost
  • Home
  • Video Shows
    Vantage Firstpost America Firstpost Africa First Sports
  • World
    US News
  • Explainers
  • News
    India Opinion Cricket Tech Entertainment Sports Health Photostories
  • Asia Cup 2025
Apple Incorporated Modi ji Justin Trudeau Trending

Sections

  • Home
  • Live TV
  • Videos
  • Shows
  • World
  • India
  • Explainers
  • Opinion
  • Sports
  • Cricket
  • Health
  • Tech/Auto
  • Entertainment
  • Web Stories
  • Business
  • Impact Shorts

Shows

  • Vantage
  • Firstpost America
  • Firstpost Africa
  • First Sports
  • Fast and Factual
  • Between The Lines
  • Flashback
  • Live TV

Events

  • Raisina Dialogue
  • Independence Day
  • Champions Trophy
  • Delhi Elections 2025
  • Budget 2025
  • US Elections 2024
  • Firstpost Defence Summit
Trending:
  • Nepal protests
  • Nepal Protests Live
  • Vice-presidential elections
  • iPhone 17
  • IND vs PAK cricket
  • Israel-Hamas war
fp-logo
How a global ad agency thrives by outsourcing work to India
Whatsapp Facebook Twitter
Whatsapp Facebook Twitter
Apple Incorporated Modi ji Justin Trudeau Trending

Sections

  • Home
  • Live TV
  • Videos
  • Shows
  • World
  • India
  • Explainers
  • Opinion
  • Sports
  • Cricket
  • Health
  • Tech/Auto
  • Entertainment
  • Web Stories
  • Business
  • Impact Shorts

Shows

  • Vantage
  • Firstpost America
  • Firstpost Africa
  • First Sports
  • Fast and Factual
  • Between The Lines
  • Flashback
  • Live TV

Events

  • Raisina Dialogue
  • Independence Day
  • Champions Trophy
  • Delhi Elections 2025
  • Budget 2025
  • US Elections 2024
  • Firstpost Defence Summit
  • Home
  • World
  • How a global ad agency thrives by outsourcing work to India

How a global ad agency thrives by outsourcing work to India

Uttara Choudhury • December 20, 2014, 09:25:43 IST
Whatsapp Facebook Twitter

With ad agencies more and more under the microscope from client companies, seeking to cut costs, the Group FMG model with its India-centric production tilt is tipped to grow in appeal.

Advertisement
Subscribe Join Us
Add as a preferred source on Google
Prefer
Firstpost
On
Google
How a global ad agency thrives by outsourcing work to India

New York: New York-headquartered Group FMG, which specialises in media, advertising and marketing services, has been on a tear– thanks to a low-cost, high turnaround model that thrives on outsourcing work to India. Group FMG’s creative gurus may still sit in New York and London but a large portion of the production work has moved to the firm’s digital production hubs in Bangalore and Chennai.

Group FMG produces video, print, digital and mobile ads and has more than half its employees based in India. The Indian employees pore over artwork, retouch pictures, and create mobile phone applications and interactive design. The firm is rewriting the rules of competition in the global advertising industry by paring down costs. The company’s clients include Staples, Pepsi, Boots, Harrods, Disney, IBM, Yahoo!, Microsoft and Sony.

STORY CONTINUES BELOW THIS AD

[caption id=“attachment_348513” align=“alignleft” width=“380” caption=“Group FMG’s advertising campaign for One Stop Touring”] ![](https://images.firstpost.com/wp-content/uploads/2012/06/ad.jpg "ad") [/caption]

“We are applying all the clichs of Thomas Friedman’s “The World is Flat” to the advertising world,” Aditya Sharma, co-founder and chief business development officer at Group FMG, told Firstpost.

More from World
‘Groundless accusations’: Kremlin denies role in drone incursions in Poland ‘Groundless accusations’: Kremlin denies role in drone incursions in Poland As PM Modi and Xi reset bilateral ties, China’s EV giant BYD renews push into India As PM Modi and Xi reset bilateral ties, China’s EV giant BYD renews push into India

“With a multi-location, 24-hour model we are able to offer our clients an opportunity to experiment with ideas and cost structures that were previously not available to them,” said Sharma. “We do not just send low end work to Chennai. The work packets are distributed based on competence and that can exist anywhere.”

According to The New York Times, at Group FMG, a photo shoot might take place in New York or London, but retouching of the pictures would happen in India, and the company would offer its clients a “blended” price for the shoot. “The client’s bill for work done in India is easily 20 to 30 percent less than work done in New York or London,” reported the NYT.

Impact Shorts

More Shorts
Nepal: Oli to continue until new PM is sworn in, nation on edge as all branches of govt torched

Nepal: Oli to continue until new PM is sworn in, nation on edge as all branches of govt torched

Oli resigns: Who Nepal Gen Z protesters will accept as next PM, Deuba, Prachanda or Koirala?

Oli resigns: Who Nepal Gen Z protesters will accept as next PM, Deuba, Prachanda or Koirala?

Last week, Group FMG bought Pod1, an advertising agency in New York that specialises in website designing and development for e-commerce firms in the luxury and fashion space. Its clients include TAG Heuer, Salvatore Ferragamo, Lord & Taylor, Uniqlo and Kenneth Cole.

Pod1 also looks at Pay Per Click (PPC) advertising which has been outsourced to India in a large way by most US companies looking for savings.

STORY CONTINUES BELOW THIS AD

[caption id=“attachment_348512” align=“alignleft” width=“380” caption=“Dilip Keshu, Group FMG’s New York-based global chief executive.”] ![](https://images.firstpost.com/wp-content/uploads/2012/06/dilip.jpg "dilip") [/caption]

“With Pod1 now an integral part of Group FMG, we are even closer to establishing our voice as a global leader of the 3C’s - content, commerce, and creative services,” said Dilip Keshu, Group FMG’s New York-based global chief executive.

Group FMG was formed after integrating FMG and Whitefield Analytics. In March 2011, private equity major India Value Fund acquired a controlling stake in FMG for about $20 million. The media solutions group is also backed by former WNS Global CEO and co-founder Neeraj Bhargava’s Zodius Capital.

With the acquisition of Pod1, Group FMG’s global headcount rose to over 300 across its offices in New York, London, Florida, Bangalore and Chennai.

“We have built out a 25,000 square foot center in India which is filling up rapidly and there will be more to come. We have no doubt that we will expand in India,” said Sharma.

STORY CONTINUES BELOW THIS AD

There is no reason to doubt Sharma. With ad agencies more and more under the microscope from client companies, seeking to cut costs, the Group FMG model with its India-centric production tilt is tipped to grow in appeal.

Tags
HowThisWorks Technology/Internet Chennai Advertising Marketing New York
End of Article
Latest News
Find us on YouTube
Subscribe
End of Article

Impact Shorts

Nepal: Oli to continue until new PM is sworn in, nation on edge as all branches of govt torched

Nepal: Oli to continue until new PM is sworn in, nation on edge as all branches of govt torched

Khadga Prasad Sharma Oli remains caretaker PM amid chaos in Nepal. Protesters torched parliament, executive seat, Supreme Court, and presidential residence. President Paudel calls for dialogue as violence continues across the country.

More Impact Shorts

Top Stories

Israel targets top Hamas leaders in Doha; Qatar, Iran condemn strike as violation of sovereignty

Israel targets top Hamas leaders in Doha; Qatar, Iran condemn strike as violation of sovereignty

Nepal: Oli to continue until new PM is sworn in, nation on edge as all branches of govt torched

Nepal: Oli to continue until new PM is sworn in, nation on edge as all branches of govt torched

Who is CP Radhakrishnan, India's next vice-president?

Who is CP Radhakrishnan, India's next vice-president?

Israel informed US ahead of strikes on Hamas leaders in Doha, says White House

Israel informed US ahead of strikes on Hamas leaders in Doha, says White House

Israel targets top Hamas leaders in Doha; Qatar, Iran condemn strike as violation of sovereignty

Israel targets top Hamas leaders in Doha; Qatar, Iran condemn strike as violation of sovereignty

Nepal: Oli to continue until new PM is sworn in, nation on edge as all branches of govt torched

Nepal: Oli to continue until new PM is sworn in, nation on edge as all branches of govt torched

Who is CP Radhakrishnan, India's next vice-president?

Who is CP Radhakrishnan, India's next vice-president?

Israel informed US ahead of strikes on Hamas leaders in Doha, says White House

Israel informed US ahead of strikes on Hamas leaders in Doha, says White House

Top Shows

Vantage Firstpost America Firstpost Africa First Sports

QUICK LINKS

  • Trump-Zelenskyy meeting
Latest News About Firstpost
Most Searched Categories
  • Web Stories
  • World
  • India
  • Explainers
  • Opinion
  • Sports
  • Cricket
  • Tech/Auto
  • Entertainment
  • IPL 2025
NETWORK18 SITES
  • News18
  • Money Control
  • CNBC TV18
  • Forbes India
  • Advertise with us
  • Sitemap
Firstpost Logo

is on YouTube

Subscribe Now

Copyright @ 2024. Firstpost - All Rights Reserved

About Us Contact Us Privacy Policy Cookie Policy Terms Of Use
Home Video Shorts Live TV