In the last decade Roncaglia & Wijkander, one of the Italy’s largest agencies, recognised a growing trend for multinational marketers. The agency observed that multinational agencies should not be used, as they tend to be more rigid and less responsive to client’s needs. Instead, local, entrepreneurial, independent and highly creative agencies should be roped in for international campaigns. Consequently, Roncaglia & Wijkander established a network of correspondent independent agencies, with an idea of collaborating on client accounts that need international support. Crayons Advertising Ltd has joined this global network of independent agencies, as the exclusive Indian network partner.
The network consists of primarily Europe’s largest independent agencies. It is a unique concept and a grand initiative by large independent agencies to not only deal with the challenges posed by MNC networks, but also surpass them. The network includes the top-notch independent advertising agency from each country i.e., U.K., Italy, Germany, France, Spain, Holland, Greece, Australia, China, and now India.
Armando Roncaglia, Founder and Managing Director, Roncaglia & Wijkander, took up the responsibility of screening and choosing the network partners from India and China, the two big potential markets. After a grueling process, Roncaglia shortlisted a few independent agencies in India; and later finalised Crayons as the exclusive network partner to carry forward Roncaglia & Wijkander’s vision.
“With this alliance, Crayons gets the benefits of a multinational network in the developed markets across Europe, Australia and China without losing the characteristics of an independent agency, viz. agility, flexibility, decision-making, quick reaction time and ownership,” said Kunal Lalani, Managing Director, Crayons Advertising.
Crayons incidentally is the only Indian multinational advertising agency to have offices overseas -- in Dubai and Kathmandu -- apart from a pan-India presence with seven offices across the country. “The benefits are mutual. Now, other network agencies can count on our strong local brand management in India,” said Lalani, who went to Italy to sign the agreement to be formally inducted into the network. Lalani adds that there are many national clients of these agencies who have plans to enter Indian market and that Crayons is working together to advise them on media and marketing strategy.
Crayons Advertising Ltd handles clients like Kerala Tourism, Kohinoor Basmati Rice, Gulf Oil, Wigan & Leigh College, Kajaria Ceramics and Incredible India, to name a few. The agency closed the last financial year with capitalised billings of over Rs 120 crore.