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DSP BlackRock Mutual Fund splits its creative biz between Lowe Lintas & Taproot India

18-August-2010
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DSP BlackRock Mutual Fund splits its creative biz between Lowe Lintas & Taproot India

Following a multi-agency pitch, investment manager DSP BlackRock Mutual Fund has divided its creative business between Lowe Lintas and Taproot India. JWT India was the incumbent agency and had shared a long relationship with the brand since 1996. Motivator continues to be the media agency for the brand.

An official spokesperson confirmed the development t exchange4media. The spokeperson said, “Quite a few advertising agencies were invited for the pitch, and amongst them Taproot India and Lowe Lintas struck the chord of our campaign objective. Hence, we decided to divide our creative mandate between the two agencies.”

“We have had a great relationship with JWT India for over 16 year now, however, we felt the need to explore new opportunities and get a new communication plan in place. Thus, we decided to review our creative business,” the spokesperson added.

However, the official declined to divulge further details on the communication plan or the sectors of the creative business the two roster agencies would be entrusted. He also did not want to divulge the ad spend on the business.

But according to industry sources, the company plans to have a change in its brand positioning, and hence, is looking for newer avenues for communication involving print, TVC, OOH, digital and BTL activities. Also, the sources claimed that the business was estimated in the range of Rs 15-20 crore.

DSP BlackRock Investment Managers Pvt Ltd is investment manager to DSP BlackRock Mutual Fund. The philosophy of DSP BlackRock Investment Managers has been grounded in the belief that experienced investment professionals, using a disciplined process and sophisticated analytical tools, can consistently add value to client portfolios.

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