Media. Monks aren running theye sprinting.

Chief Content Officer Azazul Haque and Chief Operating Officer Kiran Ramamurthy of Media.Monks discuss the agency's achievements.They haven't exactly adhered to the agency handbook. In contrast to most Indian agencies, which initially prioritized revenue from retained accounts over projects and bet heavily on brand communication and conceptualization before attempting production or execution, Media.Monks decided to turn the tables, gradually expanding to cover every aspect of the advertising value chain, albeit from the other end of the spectrum. And it appears to have been a successful approach for the business, as they have now generated over Rs 100cr in income in less than four years since the agency's founding in India.Following a formal launch in the Indian market in early 2020, the company changed its name to Media.Monks, and following the merging of Media Monks and MightyHive in 2021, it became the unified brand of Sir Martin Sorrell's S4 Capital.

Despite operating as a single P&L business with 57 offices in 32 countries, Media.Monks India has managed to forge its own identity. Even though Media.Monks India began as a production company combined with a content factory, today just 20% of its earnings comes from production and about 60% from agency work. Retained business already accounts for about 35% of billings rather than project-based ones, and the goal is to increase this percentage to 50–60%.The proud authors of this success story, Azazul Haque, Chief Content Officer of Media Monks, and Kiran Ramamurthy, Chief Operating Officer of Media Monks, tell us in this talk that almost 80% of Indian business is made possible by "Local Heroes," or small firms. Nevertheless, several of the company's most esteemed international clients, like Google and BMW, use India as a development and deployment hub. Reputable brands from the India repertory include, to mention a few, ONDC, Xiaomi, HP, Tata Tea, Bajaj, Amazon, and Booking.com. With an arsenal full of weapons, Ramamurthy is optimistic that Media. Monks India will contribute significantly to the worldwide firm revenue in a few years. Haque continues by saying that when