ABC Consultants, an organised recruitment services in India, has appointed Carat Media to handle its media planning and buying duties. ABC Consultants is looking at renewing its brand identity and plans to execute a high voltage mass media campaign through Carat Media for this. It is learnt that ABC Consultants is planning to invest close to Rs 10 crore on this identity revival exercise. The group is aiming to further strengthen its brand recall in the premier executive search and selection business.
Confirming the development, Shiv Agrawal, CEO, ABC Consultants, said, “We are undergoing a major strategic renewal. In a growth-oriented scenario, we want to be the mind leader as far as quality manpower recruitment is concerned. We are delighted to have Carat Media as our partner in this endeavour of ours.”
On winning the business, Vidhu Sagar, Senior Vice-President, Carat Media, commented, “We feel privileged to be chosen for this exercise as ABC Consultants already has a significant draw in the marketplace as far as its brand equity is concerned. We would look to partner ABC Consultants through our Integrated Communication Planning process and help them achieve their objectives. We would be providing solutions for ABC Consultants across all media platforms through all our Aegis Media partner agencies – Isobar, Posterscope, Carat Fresh and iProspect.”
The campaign, which is expected to break soon, will be a combination of both ATL and BTL activities. The company is looking at print and online activities, along with direct B2B communication with clients, while the electronic medium, too, might be taken forward.