Ddb Abseiling Into India

Sydney Morning Herald

Thursday April 29, 1999

Edited by Andrew Hornery

A Melbourne abseiling company specialising in erecting outdoor billboards has joined forces with global advertising giant DDB to launch into the Indian outdoor advertising market.

India's third-largest agency, Mudra DDB Needham, has signed a joint-venture agreement with Melbourne company Vertigo to establish the yet-to-be-named outdoor advertising company.

The new company will handle all Mudra outdoor advertising, from creative to placement.

Mudra DDB Needham will hold about 51 per cent and Vertigo 49 per cent. Vertigo will offer advanced services to the set-up, such as end-user mapping for outdoor sites and analysis of signboard lighting.

Vertigo director Mr Geoff Little said the company had been doing contract work across China and India in recent years erecting outdoor billboards.

However, the company had been approached to establish a permanent presence in the region.

"The people there had no idea what they were doing and many of the structures weren't suitable for billboards, which is why they came to us," Mr Little said. "We went over there to help them get the industry off the ground and to improve the structures available."