Four big marcoms groups control 96 per cent of Indian ad market

Well according to this report in First Post they do, which is pretty staggering if it’s true.

The report is actually about WPP’s decision to outsource up to 100 North America back office job to India as it tries to save staff costs (a process dressed up as ‘efficiencies’).

But much more significant is the apparent stranglehold WPP, Omnicom, Publicis Groupe and Interpublic appear to have on the Indian ad market, one growing at around ten per cent a year.

This line-up leaves out Havas, Dentsu, Aegis and smaller rivals like MDC Partners so it should maybe be taken with a pinch of salt. It may also be treating Indian firms in which the Western biggies own a stake as wholly-owned.

Anyway if it’s even close to the truth it’s a big share of the market and one the rather prickly Indian government might be alarmed at. A new form of colonisation in effect.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.