Spice has appointed Ogilvy to handle the creative duties of its mobility businesses comprising handsets & devices (Spice Mobiles), telecom retail (Spice Hotspot) and mobile VAS (Spice Digital).
The win comes on the back of a multi-agency pitch involving leading agencies, including Lowe Lintas, Draftfcb+Ulka, Publicis, Bates141, Everest, Capital and incumbent agency Contract, besides Ogilvy. The pitch process had kicked off in February-end and was concluded by mid-April.
Spice has been going through a transformational phase after the brand was refreshed by a London-based agency, The Brand Union (TBU), in early 2009, defining a new manifesto and strategic direction. The thrust has since been to reinvigorate the brand in a market cluttered by the advent of new players. Spice decided to identify a partner with a deep understanding of market dynamics and to help the brand move to a higher growth trajectory.
Speaking on this development, Vivek Bali, Group President – Global Brand & Marketing, Spice Global, said, “We are very happy to be working with Ogilvy as our creative and strategic communications partner. The appointment of Ogilvy comes after a rigorous process, which included evaluation of key communications metrics. We will continue to make substantial investments in our brand and focus on our essence of Smart Thinking, the core of our DNA.”
“I firmly believe that in our partnership Ogilvy we will be able to leverage their strengths in strategic ideation, strong creative and marketwide impact. I must simultaneously thank Contract Advertising for their support and contribution in building and nurturing the brand thus far which has been substantial,” Bali added.
Speaking on the mandate, Piyush Pandey, Executive Chairman & Creative Director South Asia, Ogilvy India, said, “We are very excited to partner with a growing brand such as Spice, in which we see the potential of becoming a leading brand in the country, not just in its category. We are confident that we would be able to provide the depth of strategic and creative support to take the brand forward to the highest levels of value and equity.”
Rajat Sharma who was recently elected as President of the NBA talks about his plans for the industry body
The Country Sales Manager Media at Akamai says that technology seems to be taking over all possible spaces and people considering it in both positive and negative ways
The India Marketing Lead of Skyscanner believes that with the acquisition by Ctrip they have reached the market leader status
Our typical marketing budget is usually 10 per cent of the topline spend
The BBC carried out a survey along with Globescan to see how the world looks at the issue of ‘fake news’
The objective of content marketing is not just to encourage product purchase or generate ROI. The key to its success lies in building relationships based on trust, opines Dasgupta
The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions