Daily News and Analysis (DNA) has brought on board a new agency to handle its advertising. The newspaper from the Zee-Bhaskar combine has chosen Contract to handle all its advertising and marketing duties. Industry sources have pegged the account size as around Rs 10-12 crore. The incumbent advertising agency is Rediffusion DY&R.
Suresh Balakrishnan, Head-Marketing, DNA, confirmed that Contract has won the account. “We will soon complete two years in July, and are ready to get onto the next phase of expansion,” he said. While Contract will handle duties of advertising and marketing, iContract will look at direct marketing.
Suresh Balakrishnan, marketing head, DNA confirmed that Contract has won the account. "We will soon complete two years in July, and are ready to get onto the next phase of expansion," he said. While Contract will handle duties of advertising and marketing, iContract will look at direct marketing.
DNA had called for a pitch in December 2006, which saw the participation of McCann-Erickson, Contract, TBWA and IB&W, along with incumbent Rediffusion DY&R.
Umesh Shrikhande, Executive Vice-President, Contract Advertising, said, “For Contract, DNA is an important win. DNA is a wonderful brand that has enormous potential and promise to grow further. It will now be an exciting challenge for us to keep the brand’s energy levels in a peak state, while implementing a fully integrated marketing strategy.”
“We are looking for a fresh perspective in terms of our advertising campaign, and a new thrust. The advertising and marketing strategy and campaign will change, although the organisation’ core values of being a dynamic paper for the youth will remain the same,” Balakrishnan said.
The ‘Speak Up’ campaign, Balakrishnan informed, would remain with DNA. “Speak Up is a property of DNA, and we will continue to use it. It is only the larger strategy which will get a new face, so that we can move forward to become number one in the market,” he said.