s more and more companies embrace the idea of roping in 'brand ambassadors' to endorse their products, advertising agencies have found a good opportunity to cash in on.

Agencies have begun to realise that managing talent could mean much more to their business. Rediffusion DY&R; and former cricketer Ravi Shastri's Showdiff Worldwide, Publicis Groupe's Iconix, Lintas India's Lintertainment, Madison India's Mates and Percept D'Mark are all cases in point. Why did 'creative' companies feel this need to manage talent interests? And how are they doing it?... more