• Last week Ashish Khazanchi-led creative and digital agency Enormous announced that it is joining The Stagwell Group’s global affiliate network.
  • Through the partnership, Enormous will be able to leverage Stagwell’s technology and engineering capabilities, including a stack of SaaS digital marketing services such as LOCATE and STAGE built to help brands connect global talent, and integrate data, research, and consumer insights across global media and content.
  • We speak to Khazanchi and Anas Ghazi, Chief Strategy Officer, Stagwell to understand what the partnership will entail, the synergies between the two organizations and how this collaboration will be mutually beneficial.

Last week Ashish Khazanchi-led creative and digital agency Enormous announced that it is joining The Stagwell Group’s global affiliate network. Stagwell and Enormous will collaborate on market-level clients and global brands looking to connect with the Indian consumer.

The New York-based Stagwell that has been wanting to expand its global footprint and its Global Affiliate Program has been helping it fast-track it presence in high-growth regions. Launched earlier this year, the Stagwell affiliate program diversifies the network’s offerings across geographies with the complementary capabilities that brands need to thrive in today’s global economy, including scaled media, scaled content, and connected commerce. With Enormous joining the program, it will serve as a strategic partner helping to scale Stagwell’s global content capabilities.

Over the years, Enormous has worked with global clients and technology startups including DishTV, Motorola, IDFC, Jubilant FoodWorks and more.

We recently caught up with Khazanchi and Anas Ghazi, Chief Strategy Officer, Stagwell to understand the synergies between the two organizations and how this collaboration will be mutually beneficial.

Excerpts:

Q) What will Enormous becoming a part of Stagwell’s global affiliate program mean for the agency? What does the partnership entails?

Ashish: It’s leveraging of strengths of each other. The global network that Stagwell offers and their strengths in digital transformation and the incredible creative network they bring with them. They have some of the most awarded agencies in the world working with them and it’d be great for us to work with them on live projects and brands.

Q) How will things at Enormous change as a result of this partnership?
Ashish:
Things are unlikely to change overnight obviously. Over time though we intend to get a level-playing field with some of the holding networks in being able to service global brands through our offices in India. We also intend to leverage Stagwell’s capabilities in data and digital to augment ours.

Q) What was it about Stagwell that made you say yes to this partnership?
Ashish:
For us more than anything else it’s a shared vision that makes two entities work together well. Stagwell also brings in scale and stature that Enormous could do well to plug into. Some of the best agency brands and consumer brands in the world makes it an exciting journey to take on with Stagwell.


Q) What were the synergies between Stagwell and Enormous that made it a good fit for you?
Anas:
Stagwell and Enormous share the same cultural chemistry of moving with speed and efficiency to get the job done, and best-in-class complimentary capabilities that provide a force multiplying effect. At Stagwell, we are a global team with specialists across creative, media and content, digital transformation, marketing communications and data & research.

Enormous is a creative company focused on helping brands connect with the burgeoning middle class of India. Together, our teams are empowered to think globally and act locally; and clients only stand to benefit from the comprehensive and competitive value that approach offers them. One example of this is a collaboration between our teams at 72andSunny and Enormous to highlight the stories of the Indian consumer for a global brand.

Q) How will this partnership help you dive deeper into the Indian market?
Anas:
Enormous’ understanding of the Indian middle class is a massive competitive differentiator. When connected to Stagwell’s data-driven capabilities, modern marketing expertise, and product suite, we become a distinctive player in the market. One who can seamlessly bridge Western brands with the Indian consumer and vice-versa.


Q) Tell us a bit more about the Stagwell Affiliate Program. What kind of partnerships across the globe have you had so far?
Anas:
The Global Affiliate Program is our way of fast-tracking a presence in high-growth regions, including the Indian Subcontinent and the Far East, Latin America, Middle East and Africa. We’ve been able to collaborate with over thirty independent agencies (more exciting news on that in the next couple weeks) who have an organic understanding of their respective markets and bring specialist expertise in e-commerce, scaled content creation and ATL and BTL Media.

This nimble approach to global expansion has allowed us to scale across 90+ cities, almost 50 countries and contend for $200M+ of net new business revenue this year. We’ve intentionally taken this flexible approach to global expansion to ensure we can support our clients in their international growth in an authentic way, connecting them with localized affiliate partners. We’re passionate at Stagwell about Diversity & Inclusion and the impact representation can have on culture, communities, and our clients. It’s been a pleasure to be able to seed that passion through this program.

Q) As a result of the partnership, will Enormous also take on global clients?
Ashish:
Most definitely that’s the big intent. We have been doing some of the most effective work in the country. We have a strong solutions approach to communications and we’d love to use these for a larger set of clients.


Q) What is your vision for this partnership?
Ashish:
We’d like Enormous to keep on getting better everyday in terms of our capabilities and thinking. We’d like to have some of the most effective work in the country. The best practices in creative and digital available with the Stagwell network and working with some of the sharpest minds from across the globe will keep us moving in that direction.



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