Q&A: Trevor Beattie, Co-founder, BMB

'Creative execution has improved in India'

It’s been six months since UK-based Beattie McGuinness Bungay (BMB), a creative hotshop co-founded by adman Trevor Beattie, entered into a joint venture with Sam Balsara's Madison group. The tie-up saw BMB set up shop in India - its third such after the UK and US. Beattie, who was in Mumbai recently, spoke to Viveat Susan Pinto. Edited Excerpts:

You have been a frequent visitor to India even before you set up shop here. What are the changes you have seen in Indian advertising over the years?
India is a completely different market from the time I first visited the country over two decades ago. The last few years in particular have been exciting. I can feel the optimism when I come here. Contrast this with England and it is totally different. It obviously has to do with the GDP growth India is seeing vis-a-vis the economic growth of England. Having said that, I find people quite open to ideas here. The fear of failure does not bog them down. The creative execution has improved. Above all, the use of the local idiom has grown. I must say that I enjoy coming here.

What is the work that you have been doing since launch last September?
At the moment, we are doing work for the Leela group of hotels. We have also got Nature’s Basket from the Godrej group on board. We are speaking to a lot of new and prospective clients. You can expect some announcements from us shortly on the new business front.

Given that a lot of Indian creative directors with large agencies are quitting to set up shop, is there room enough for creative hotshops such as yours?
I don’t see a problem of existence for international creative agencies. Look at Weiden and Kennedy from the US, they have been around for a while in India. They are doing good work. I don’t see why we can’t make it happen. The response we have received from the Indian marketplace has been good. Clients have been receptive to our work. As long as you understand the requirements of your client and are able to deliver it in the best possible manner, I don’t see why you should be having a problem. I welcome competition from wherever it comes. I don’t see why more international hotshops should not make their way to India. The latter is too important a market to be ignored. At least we chose not to ignore.

But are international hotshops able to incorporate the local idiom into their work for clients here?
That’s where our association with the Madison group helps. It’s your local partner who has a better understanding of the culture prevalent in a country. There’s no denying that. That helps you to put the creative product in the right cultural context. As I pointed out, there is an openness to ideas among Indians today. They are ready to embrace change. That helps in the creative process.

Apart from India where else are you setting up offices?
We should set up an office in Australia in the next few years, But for now, the idea is to concentrate on the markets we have entered, India being one of them.

No plans to get into China?
While we have thought of it, there are no immediate plans.