The rise of Asian economies over the past 15 years has led to an associated rise of Asian MNCs, many of whom looked to international customers for their next wave of expansion. This in turn led to a growing interest in, and need for, a rich and varied global perspective among executives responsible for taking these businesses to the world.
India has been and will be part of this move to globalization. The Economist with its focus on global economic, financial and technological analysis has seen its circulation in India more than double over this period along with a huge increase in readership via digital channels and social media.
As Indian companies look to new markets overseas they require access to and engagement with, audiences to build brands and drive sales. Again the Economist with a highly engaged audience of global decision makers and affluent consumers is well placed to deliver this. Initially this audience was provided via print advertising and economist.com, however increasingly companies require content that they can use on both their own and third party platforms and for all these media channels to be integrated in one seamless communication.
The Economist Group is therefore pleased to announce that it will be extending its current partnership with Zirca media to include representation for all Economist media products and services in India. Zirca will be setting up a dedicated 12 person team to represent these products and services in India.
Tim Pinnegar, Managing Director, The Economist Group Asia commented “We see a huge potential amongst Indian MNCs looking to build their business overseas. However, being highly captivated by Zirca’s performance over the past 5 years, we could only ruminate on Zirca as the most reliable choice for The Economist in India. We have immense confidence in the integrated service provided by Zirca that is led by Neena Dasgupta. We believe Zirca is the fitting face for The Economist for both our existing and future clients in India”
Neena Dasgupta, CEO, Zirca, commented “Zirca has been handling the digital media mandate of The Economist Group since 2011. We have always taken pride in Zirca’s association with The Economist and this extended partnership is evidence in itself of Zirca’s provision potential in the digital space. With the sturdy & aggressive team already working diligently on the existing digital platform of The Economist, we are sanguine about a prolific business relationship going ahead.”
Very recently, The Economist and Zirca had worked closely with DIPP to reach out to decision makers globally.