Close on the heels of bagging the Nippo Batteries and Kirtilal Kalidas Jewellers accounts, Chennai-based Fifth Estate Communications has bagged the creative and media mandates for Prince Foundations, a Chennai-based real estate company.
Confirming the development to exchange4media, Devesh Bhuva, General Manager - Marketing, Prince Foundations, said, “Fifth Estate has been our media releasing agency for almost two years now. But the creatives were not done by them. We were looking for an umbrella company where everything comes under one roof and Fifth Estate perfectly fitted the bill.”
There was no formal pitch involved, Bhuva said, however, adding that he did speak to a few agencies, negotiating with them and trying to understand their company profile and their work, and finally zeroed in on Fifth Estate.
Reacting to the win, Ganesh Baliga, Managing Director, Fifth Estate Communications, said, “Prince has been quietly doing their own projects. Now they are coming up with more prestigious projects on very important locations and they wanted to tie up with an agency for media, creative and strategy.”
“A lot of companies need external help when they grow big. In Fifth Estate they found everything under the same roof – strategy, creative and media, and I feel it’s a healthy association,” he added.
When asked about the ad spend, Baliga said, “As far as the builder is concerned, it is very difficult to quantify the spend. Prince Foundations has a huge land bank with them and they have to build a good brand name along with promoting their projects. We need to up their image so that all their future projects do well. They have been a quiet, performing, and good company without being in the limelight too much.”
Incorporated in early 2004, Prince Foundations has successfully completed four projects spanning more than 1.5 million sq ft of IT Parks and residential enclaves.