dding to the buzz in outdoor advertising, Madison Communications' chairman and managing director, Sam Balsara, recently announced the launch of his second outdoor agency, Platinum Outdoor. About five years ago, Balsara had set up MOMS (Madison Outdoor Media Solutions) under Madison World. Platinum Outdoor, however, will function independently of Madison. Was a second agency necessary?

Balsara reasons out the need for one. "Outdoor as a medium is not as well appreciated by advertisers and media planners as it should be. Somebody needs to evangelise the use of outdoor, and hence, we decided to launch Platinum," he says. However, Balsara admits that conflicting businesses were a part of the decision to launch it. He also adds, "Agencies are service-oriented businesses and are highly people-dependent. So, when an opportunity presented itself in the form of some senior people becaming available, we decided to create an independent outdoor agency."... more