Focus Circle, the creative arm of Focus, has bagged the creative mandate for Institute of Computer Accountants (ICA). Post a multi-agency pitch, Focus was chosen as the agency to undertake the entire brand initiative. The scope of work for ICA being diverse in nature, the agency will be looking after the strategic planning and designing for ATL and BTL activities.
On awarding the business to Focus, NK Shyamsukha, Chairman, ICA said, “Focus came to us with a fresh and effective approach to reach a wider set of target audience. One of the oldest organisations, ICA delivers training in computerised accounts, banking, finance and taxation. The institute now wants to create a distinct identity for taking the brand to the next level.”
The primary objective of ICA behind hiring a new creative communication agency is to break the clutter and build brand ICA distinctly. The responsibility will also encompass strategising with an intent to educate and increase awareness amongst aspiring students to boost admission inquiries for their programme.
Reacting to the win, Suchinto Tarafdar, Branch Manager, Focus Circle, Kolkata commented, “We are really enthusiastic about working on this mandate as it gives us an opportunity to work with a niche segment on a national level. Our team has already started working on the strategy for the brand campaign for ICA and is looking for a long standing association with the brand.”
ICA has dealt with Metamorphosis and Ogilvy in the past.