British coffee chain Costa Coffe has assigned its creative mandate to Hakuhodo Percept. The win comes on the back of a multi-agency pitch that involved agencies such as Publicis, Havas, Contract, and Bates, besides Hakuhodo Percept. The account will be driven from Delhi under the leadership of Elvis Sequeira, Executive Director, Hakuhodo Percept. The business is believed to be substantial.
Commenting on aligning the creative duties with Hakuhodo Percept, Santhosh Unni, CEO, Costa Coffee said, “The key differentiator was that Hakuhodo Percept clearly understood the brand and they had a comprehensive plan to build brand Costa Coffee in the times to come. This was very impressive and hence, we choose them.”
“As our advertising partner, Hakuhodo Percept has the mandate to build a strong customer connect for brand Costa Coffee. Our key differentiator has always been our best in class products and services and we will continue communicating on this platform,” added Unni.
The incumbent agency on the account, BEI Confluence, had been working on the brand before Hakuhodo Percept won the account in mid-February. Hakuhodo Percept signed on the account on March 1 and has already rolled out the ‘India’s best cappuccino’ campaign.
Reacting to the win, Elvis Sequeira said, “Winning Costa is a fantastic feeling for all of us at Hakuhodo Percept. A victory like this vindicates my belief that we are building a wonderful team here. The timing couldn’t have been better. The market is becoming tough, but we’ve got our best and brightest on the business – from Jayanto Banerjee, our National Planning Head, to Sabuj Sengupta, our ECD and Creative Head. I am looking forward to a lot of fun working on Costa.”
It may be recalled that Costa’s first television commercial was released in 2010, titled ‘Monkeys and Typewriters’. It remains to be seen how Hakuhodo Percept will augment Costa Coffee’s communication in the Indian market and how effective and successful the campaign will be.
For the record, Costa Coffee is a British multinational coffee house company founded in 1971. It is headquartered in Dunstable, UK. The company entered the Indian market in 2005. Costa Coffee estate is now spread over 100 stores and has a strong geographical presence across key metros such as Delhi, Mumbai, Bangalore, Chennai and Pune.