Designed in NY, built in Bangalore

Digital Media – The voice of Asia’s digital communications industry – MAGAZINE ARCHIVE – APRIL 2008

digial_media_magThe purpose of Prodigious (Digitas Alliance) is to centralise digital production in low-cost markets. The model is simple: it has managers that work with marketers and creative agencies in their home markets, then offshore facilities that produce the work. It will build a presence in six cities in India, as well as Singapore. These join Shanghai, Costa Rica, Kiev and Sofia in the Prodigious line-up.

Interpublic’s MRM Worldwide currently has a digital production centre in Bangkok, alongside Warsaw and Buenos Aires. Strategy and creative are handled locally, then bulk production is moved elsewhere. Work sent offshore includes web build, Flash projects and bulk volume banner produciton.

WPP is also looking at building its offshoring capacity in the next few months.


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