a.m. launched – an idea whose time has come

The agency has been started by Nilesh Vaidya, a former ECD at Rediffusion Y&R, and Shreepad Shende, a former Director - Marketing at Nokia Mobile Payments

Sohini Sen | Mumbai | July 18, 2013

Shreepad Shende and Nilesh Vaidya launched a.m. three months back – except that they prefer not to call it an agency. According to Vaidya and Shende, a.m. aims to be “true brand partners working together with clients on creative business solutions that produce measureable results”.

In the three months since its formation, a.m. already boasts of clients such as ACK Media (National Geographic and Nat Geo Traveller), Fiat-Chrysler, Bajaj Auto, Reliance Life Insurance, Intelligentia IT Solutions, Classic Marble Company and Romell Developers.

(Left) Nilesh Vaidya and Shreepad Shende (Right)

Vaidya said, "We've started small with each one of our clients, and won more business purely on the strength of our work. The work has included pure strategic thinking, advertising, digital, mobile apps and games, employee programmes and direct marketing. The reality of the client's business is that sometimes a big campaign is insignificant when compared to the employee motivation mailer that he's just been briefed on. It's this tunnel vision in agencies that sours most relationships. For us, every job, even that mailer, is a chance to do something creative, something memorable. That's our USP."

Vaidya, a former ECD at Rediffusion Y&R, was heading the Mumbai creative team and handling clients like Tata Motors, Sugar Free and Sahara Q Shop before teaming up with Shende. This was preceded by a long stint at Euro RSCG, where he led memorable work on Dainik Bhaskar and HDFC Bank.

Shende, on the other hand, started out in advertising and went on to lead marketing and product functions in organisations like HDFC Bank and ICICI Bank. In his last role, he was Director - Marketing at Nokia Mobile Payments.

Shende said, “Having been on the other side and having dealt with so many agencies, I know exactly what the pain points are with the way a typical agency works. At a.m., before we understand the client's brief, we take the trouble to understand his business realities. Working as a team starts there."

The unusual name for the agency comes from the fact that both of them plan to be early – not just at work – "we're both morning people in a business that wakes up in the afternoon", says Shende –but early to spot opportunities for themselves and their clients. In their own words, "early to act, early to react".

a.m. also has its goals set: to be a big, respected agency that builds enduring client relationships through the quality of its work and the effect that the work has on brands. Vaidya has long been a vocal opponent of the scam culture in agencies. "Make no mistake, we intend to win awards. But they'll be for ideas you've actually seen out there."

Shende believes that philosophy and beliefs can only get you to a certain level and he would rather that a.m. is known for its work and achievements.

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