Chennai-based Ramco Systems, part of the Ramco Group, has appointed Mindshare and Ogilvy as its media and creative agencies, respectively. Both wins were preceded by multi-agency pitches. According to industry sources, the advertising spends would be substantial as Ramco was charting out global expansion plans. Fountainhead Chennai is the incumbent creative agency on the account.
Confirming the development to exchange4media, Thamizha Nambi MM, Vice President - Marketing & Business Consulting, Ramco Systems, said, “We were planning to go global and we wanted an agency that has global reach. That is why we looked at a change.”
Nambi informed that four creative agencies were in the pitch for the business. “Actually, we followed a structured approach. We gave all the agencies a brief and they were asked to come and present their solutions. We found that Ogilvy’s understanding of our business came closest to what we thought, and, therefore, decided to go ahead with them,” he added.
Ramco Systems is planning to roll out a major campaign in July or August. The company is also in the process of bringing on board a digital agency and talks are on.
When asked about the media plans, Nambi said, “It is too early to talk about the media plans. The new creative agency has just started work, and based on their strategy, we will draw out the media plans, which will take at least another couple of weeks. In terms of our marketing activities, we wanted to start with India and then take it to the global level.”
Ramco has been delivering enterprise software and services since 1989.