Top Story


Home >> Advertising >> Article

Crayons Advertising becomes first Indian agency to join global network

Font Size   16
Crayons Advertising becomes first Indian agency to join global network

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.


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

Recap brings you a round up of the important stories that made headlines this week.

Powered by advertising technology expert Yospace, Akamai’s Dynamic Ad Insertion is designed to help content providers offer greater monetization opportunities through online advertising, while maintai...

The second season of the show takes viewers on a profound journey to the homes of their favorite celebrities such as cricket icon Saurav Ganguly and Bollywood actors Sushant Singh Rajput, Radhika Apt...