"The capitalised billing of Percept S&E was over INR 200 crore last financial year." - Sanjay Shukla
by Karishma Hundalani Industry Watch | July 29, 2015 | News
Percept Sports and Entertainment Percept One
In a recent announcement, Percept Sports and Entertainment, the BTL divisions of the Percept group have been consolidated under Percept One as part of the group’s move to provide 360 degree, integrated solutions to its clientele. Percept One will now include Percept/H, Hakuhodo Percept, H&H Communications, IBD India, MASH Advertising, Percept Gulf, I-AM, Allied Media, Percept Out-Of-Home, Percept Profile and Percept Sports & Entertainment (viz. Activations, Entertainment, Sport, Talent, Weddings SBUs)
Sanjay Shukla who has been heading Percept Sports and Entertainment has taken over the role of COO for Percept One. Talking about this development, Shukla said, “Further change was on the anvil as clients were skewing for a 360 degree solution provider. Percept as a group was already into marcom solutions but group companies and division were working independently and not taking advantage of an integrated offering. So we decided to create a singular identity and Percept One was born, offering a single shopping window for clients.”
Commenting on the aggregated size of Percept One, now with this consolidation amongst group companies, Shukla revealed, “The capitalised billing of Percept One in the last financial year (2015) was INR 2,050 crores. The capitalised billing of Percept Sports and Entertainment was over 200 crores, which includes all BTL business but excludes our assets i.e. the Percept IPs like Sunburn."
The projected capitalised billing for Percept One for this financial year is INR 2,500 crores. As a consolidated unit, the idea will be to leverage the 250 clients (from various divisions) for total marcom which is already close to 70% of the total group's business.
Experiential marketing and digital are areas that are expected to bring in a large chunk of the growth.
The consolidation of 22 companies to about 8-9 divisions is expected to make the work more manageable, leading to greater profitability. While the business will be headed by the respective business heads, Shukla is the Operating Officer for Percept One handling the overall P&L.
Commenting more specifically on the focus areas within experiential marketing, Shukla elaborated, “Sports is something we want to re-focus on, get back into boxing like we used to do. In the talent division, we no longer have exclusively managed talent, but many brand deals and talent tie-up are done through Percept Edge, which we look to enhance.”
Other Percept group companies not included under Percept One are Percept Live owning IPs such as Sunburn, Bollyboom, Windsong, FLY; Percept Pictures – Ad Films & Feature Film assets; and Percept Art.
Percept Sports and Entertainment encompasses all BTL businesses including activations, entertainment, sports, talent and weddings.