Media audit firm EMM International sets up shop in India

EMM International, a media audit firm, has partnered with Indraksh Media and Management to launch in India. EMM will offer its products and services to clients who have specific media auditing requirements, as well as for Indian companies needing media management help both inside and outside of India. EMM India will open offices in Mumbai and New Delhi in November 2011, from which they will serve advertisers operating throughout the continent.

Commenting on the launch in India, Stephen White, chairman, EMM India, said, “India is in the midst of a media blitzkrieg and advertisers are hounded by a plethora of media options and possibilities every day. The high level of media fragmentation poses a serious challenge for advertisers and their media agencies. Our research amongst advertisers and agencies in India confirms that there is a distinct need from advertisers for a ‘critical friend’ who can help in the media buying and planning process, increasing ROI, assessing inter and intra media effectiveness by medium, ensuring deliverables and presenting a completely independent, accountable and clear plan. EMM India will focus on being this ‘friend’ to the advertisers.”

Yuvraj Agarwal will take over the duties of chief executive officer for the new company. EMM India will offer services such as media performance evaluation, media agency contract review, improving client-media process, auditing contractual deliverables (such as financial probity auditing), media planning and strategy benchmarking, clarification of volume rebates from the media, media agency pitch management and media performance incentive programmes.