Ackruti City, a company involved in real estate, is reportedly reviewing its creative business. As per industry grapevine, Scarecrow Communications is a forerunner for the business.
There was no official confirmation on the pitch call, and when contacted, an official from Ackruti denied any such development. However, industry sources have confirmed the creative review.
Ackruti City Ltd has diversified interests in design, construction and maintenance of buildings, including residential, commercial, IT parks, biotech parks, car parks, (mechanised and robotic), SEZ, infrastructure, power plant and malls, etc.
Scarecrow Communications had recently bagged the creative duties of five Rupa brands – Frontline, Kidline, Euro, Thermocot and Bumchums. Besides that, the agency had also bagged the creative mandate for DNA in January 2011, following which the agency created a mass campaign, called ‘India Positive’.
Our typical marketing budget is usually 10 per cent of the topline spend
There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...
The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.
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