Mumbai, May 21 -- Homegrown advertising group R K Swamy Ltd is betting on its integrated marketing model to drive growth over the next few years, combining media, creative and other advertising services even as the 'Big Four' agency networks increasingly separate those businesses.

"We never did disaggregated media and creative [although] that was an option 20 years ago," Shekhar Swamy, MD and group CEO of R K Swamy Ltd told Mint in an interview.

"How can you disaggregate the two? The media function holds a lot of data, and then when media and creative walk separately, it creates a lot of tension. This is not a sensible model for a client."

R K Swamy's clients include Magicbricks, Polycab, and several government institutions and PSUs su...