Success of Small-time Agencies

The success of small-time agencies in this sector is due to their rapport with the stock-brokers, merchant bankers, low costs of operating, quick reckon to market conditions, ability to work round-the-clock and manpower’s financial background. There is bifocal advertising: One campaign to paint the larger picture of the company and another to provide the nitty-gritty. The recent SBI issue was handled by Lintas as pre-issue corporate campaign and then by Pressman as the issue advertising. In future, this trend may continue. Corporate accounts will go to mainline agencies and issue accounts to specialist financial agencies. Even, then specialist agencies may take up the integrated issue marketing. In spite of all this, financial advertising leaves much to be desired in terms of quality. Most of the issues still remain unbranded. Just issue highlight cannot make a good copy. Till the investment is buoyant, the ads may afford to remain unprofessional. Mudra attempted to brand Reliance petrochemicals issue – Khazana way back in 1987, which was the first attempt to market an issue.