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‘Grow Young’ to fuel Contract Advertising’s future growth strategies

15-December-2005
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‘Grow Young’ to fuel Contract Advertising’s future growth strategies

After exactly nine months of coming back to Contract Advertising and taking over the role of Chief Creative Officer, Ravi Deshpande has initiated a new way forward for the agency. The agency’s new vision statement? ‘Grow Young’.

The rationale behind the new creative vision statement is the fact that young people are the most sought after demographic in the world today. They are open to new ideas, have spending power and are key influencers in many areas even if they are not the ultimate buyers.

“The new vision synthesizes strategic planning, creative and new media opportunities. Growing young helps brands to reinvent themselves, making them continuously desirable and able to connect with young people who are the most sought-after demographic group in India and the world,” observes Contract Advertising’s CEO, Jagdip Bakshi.

Marketers love them, brands want them and companies are doing everything they can to woo them. Young people are angst-ridden but positive. They are willing to experiment with new things and new ideas. To connect with young people and young minds, it is important for brands to be young and desirable. Thus, the ‘Grow Young’ philosophy.

Central to the new creative approach at Contract is ‘Unboxing’, which will ensure this connection through “fresh and surprising ideas”. According to the new philosophy, Contract believes that the only way forward for brands to last forever is to constantly grow young. To keep reinventing brands, Contract will find fresh and innovative ideas to connect with people. ‘Unboxing’ is Contract’s new proprietary tool, and with this, the agency will be able to produce a constant flow of ideas and play with them for new ways to surprise its audience.

Deshpande states, “Contract believes that the only way for brands to last forever is for them to constantly grow young. To connect with young people and young minds, it is important for brands to be young and desirable, which we believe our new proprietary tool will accomplish.”

The new theory emphasises that such constant flow of fresh answers at every point of interaction will keep the brand young. Also, after a year or two of refreshing ideas, the strategy should not lose its lustre and the flow of new, innovative thinking on the brand must not stop.

The ‘Grow Young’ philosophy further states that new media is also the new medium that will help a brand stay young. The world is changing every day and new media opportunities mean new ways of expressing brand strategy. Brand ideas should not be shackled in old ways so that they are not ready to take advantage of the opportunities that new media throws up.

Contract has specialised divisions like iContract, which is the agency’s one-to-one marketing division, and the design cell, DesignSutra. Both have the expertise to handle new media opportunities that will create young and exciting brands.

This new vision statement will be unveiled this weekend at an event in Bangkok and Contract will be flying 80 people from its Indian office for the event. With its new guiding statement, Contract Advertising looks all set to find its somewhat lost glory.

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