Top Story

e4m_logo.png

Home >> Account Movement >> Article

Pulp Strategy bags Barista Lavazza

28-February-2012
Font Size   16
Share
Pulp Strategy bags Barista Lavazza

Pulp Strategy Communications Pvt Ltd has won the Barista Lavazza account following a multi-agency pitch held in Delhi. The pitch process began at the end of 2011. The agency has already commenced work on this account from this month.

Pulp Strategy’s Delhi office will handle the account from a strategic business planning and perspective. Ground operations for activation/ implementation will extend pan India.

Explaining what tilted the decision in their favour, Ambika Sharma, Managing Director & CEO, Pulp Strategy Communications said, “Our strength comes from social media integration with on-ground activation and an understanding of retail consumer behaviour. This allows us to approach the business holistically and cross leverage initiatives by the brand.” This in fact, she explained, would be their primary focus to take Barista Lavazza a step ahead in digital promotion.

Commenting on where brand Barista Lavazza stood for today, Sharma said, “Barista Lavazza has managed to capture the loyalties of many, elevating the experience of coffee to a lifestyle.” She added, “Its leadership position can be attributed to a remarkable expertise in specialty coffee, coupled with a sound technical competence, an ever-evolving delightful retail experience,”

As for the possibilities for the brand, she elaborated, “The possibilities are endless, with many facets related to the interactive playing out in digital as well as activation perspective. I believe that the work in the months to come will best showcase the approach.”

Sharma refused to divulge the account size, but was quick to reveal that “the platform for consumer interaction is very large.” He further concluded, “In a very short while, it is clear to me now, that the consumers love their Barista in all its forms and that makes the future very exciting and ever evolving.”

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...