AgencyFAQs: Ad majors to focus on interactive cells

Interactive marketing has grown in international markets to such an extent that even the most ossified media firms in the most staid countries are sprouting new interactive divisions. India is watching as Leo Burnett, Lowe and Ogilvy & Mather develop new country-specific interactive departments. TBWA is even reviving an interactive group that was mothballed after the dot-com bust.

In some ways this expansion may be helped along by the fact that a few ad agencies have the national Indian market largely locked up, making interactive one way that other large multi-nationals can get a foot in the door in countries that have previously not been very open to new players.