RK Swamy doubles down on integrated advertising plan

Homegrown advertising group RK Swamy Ltd is betting on its integrated marketing model to drive growth over the next few years, combining media, creative and other advertising services even as the ‘Big Four’ agency networks increasingly separate those businesses.

- Soumya Gupta

Shekhar Swamy, MD and group CEO of RK Swamy Ltd.

“We never did disaggregated media and creative [although] that was an option 20 years ago,” Shekhar Swamy, managing director and group chief executive officer of RK Swamy Ltd told Mint in an interview. “How can you disaggregate the two? The media function holds a lot of data, and then when media and creative walk separately, it creates a lot of tension. This is not a sensible model for a client.”