India is still under-branded ; During a recent visit to India, Sir Martin Sorrell took time out to speak on issues as diverse as global business dynamics, new media and the challenges to old media.

Sir Martin Sorrell is credited with unleashing the power ofconsolidation in an industry that hitherto had a smattering of largeagencies working on their own steam. WPP, the world's largestcommunication company that he heads, owes its status to thecalculated moves this financial wizard has made in acquiring strongmedia brands across the world and then making them part of his well-orchestrated system.

During a recent visit to India, he took time out to speak onissues as diverse as global business dynamics, new media and thechallenges to old media. Excerpts of the interview:

Given the downturn, what can a company do to maintain aneffective advertising and …