all it a new wave sweeping the Indian media industry, or simply a late realisation by a global media giant of India�s market potential. Optimum Media Direction (OMD), the No 1 media agency worldwide (AdAge, 2003), has decided to set up shop in India years after the other global media giants have pitched tent in the country.

In March this year, Sandip Tarkas was named chief executive officer, Media Direction, the media planning and buying arm of RKSwamy/BBDO. In India, Media Direction represents OMD, which is the media arm of the mammoth Omnicom Group that owns the BBDO, TBWA and DDB networks the world over. Tarkas moves from Media Planning Group where he was president, South Asia. ... more