Jaypee names Pencil as its 360 degree communication agency

Jaypee names Pencil as its 360 degree communication agency

Author | Preeti Hoon | Tuesday, May 11,2010 8:09 AM

Jaypee names Pencil as its 360 degree communication agency

Jaypee Greens, the infrastructure and industrial conglomerate, has decided on Pencil Inc to handle the 360 degree advertising for its ‘Golf and Spa Resort’ project. The pitch was called in March and the decision came in the first week of May.

McCann Erickson, Oxygen Communication, Dentsu, and Green Goose were among the agencies that were vying for the business, which ultimately has gone to Pencil.

Elaborating on the strategy that helped Pencil bag the account, Rajat Sharma, Director, Pencil Inc, said, “I think it’s our eye for detailing with sustained enthusiasm that worked for us plus an exciting perspective on Jaypee as a brand in hospitality industry that complemented the client’s aggressive marketing plans”.

On handling the account to Pencil Inc., Taran Deep, Head, Marketing and Communications, said, “The whole approach of Pencil Inc was very refreshing. Their 360 degree approach matched with our line of thought and what we wanted. And what clinched the deal in favour of them was their hunger for great work and their impressive and detailed approach towards their presentation. It was simply outstanding!

He further said, “The expectations are indeed sky high as the Golf and Spa Resort is a prized project for us. So we are looking forward for some great and refreshing work from Pencil Inc. and want them to elevate this brand of ours to a new high.”

While Rajesh Chauhan, Creative Director, Pencil Inc., said, “The win has been really inspiring for us. I am thrilled beyond words and the whole team is eagerly looking forward to do some wonderful work on Jaypee Greens. Right from decoding the brief to final presentation, the whole experience was quite refreshing as the category was all about Spa and Golfing pleasures. Looking forward for some great work and an invigorating Spa session with a couple of Golf shots in between.”

At present, the agreement is signed for one year, wherein Pencil Inc will be taking care of the entire logo identity and brand positioning followed by 360 communication aspect including Print, TV, Outdoor, Digital etc. With that the agency will be responsible in creating brand identities for all the F&B options and Spa Services. While Jaypee Greens still has plans to integrate the whole advertising campaign by roping in agencies for digital, PR and activation activities.

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