Hasan & Partners to outsource advertising production to India
Advertising industry aims at upheaval in cost structure
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With the arrival of economic hard times, the advertising industry is looking for ways to boost profitability and excite customers.
Pressure for lower costs in advertising companies are great, and personnel cutbacks are taking place.
The Hasan & Partners advertising agency and Gateway Technolabs Finland, which specialises in outsourcing IT operations, are reacting to the heavy cost structures in the field by having digital advertising done in India.
CEO Timo Everi of Hasan & Partners, says that his company’s customers can benefit from significantly lower costs from advertising produced in India. However, even more important in his view is that production in India will make it possible to implement ambitious campaigns that would be too expensive to produce in Finland.
Everi says that depending on the project, the cost of advertising produced in India is between one half and one tenth cheaper in India.
He notes that it is not economically feasible to have every online advertisement produced abroad.
“The bigger the project, the more interesting this option is”, Everi says.
He adds that starting production in India is not directly linked with the economic downturn, although the present situation could increase interest among clients toward the savings afforded by outsourced work.
“We would not have hesitated to launch this even in good times”, Everi says.
The two companies, Hasan & Partners and Gateway, are setting up a joint venture aimed at linking Gateway’s experiences in outsourcing IT work with the status of Hasan & Partners in the field of marketing communications.
Everi does not see cultural differences as being a problem, as the advertisements themselves are to be planned in Finland in the future as well.
He notes that television commercials have been shot in foreign countries for a long time, although cost-cutting was not the reason for that.
Helsingin Sanomat
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| 3.12.2008 - TODAY |
 Hasan & Partners to outsource advertising production to India |
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