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Dentsu Marcom ropes in Adrian Mendonza as Executive Creative Director; bags Hindustan Construction account

Dentsu Marcom ropes in Adrian Mendonza as Executive Creative Director; bags Hindustan Construction account

Author | Pallavi Goorha | Friday, Feb 03,2006 8:13 AM

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Dentsu Marcom ropes in Adrian Mendonza as Executive Creative Director; bags Hindustan Construction account

Dentsu Marcom, Mumbai has been assigned the Rs 8-crore account of Hindustan Construction Company (HCC). Dentsu will be handling both creative and media duties. Meanwhile, the agency has a new Executive Creative Director in Adrian Mendonza, who joins the Mumbai office. He will be heading the creative part of the agency.

HCC had held a multi-agency pitch towards the end of last year. JWT, TBWA Anthem and Everest were among the agencies that had pitched for the account, apart from Dentsu Marcom.

“We are delighted to be trusted by HCC to handle their account. HCC has a glorious history of corporate achievements and awe inspiring engineering feats. We will endeavour to convey the philosophy and progress of HCC through well targeted communication,” said Rajesh Aggarwal, Executive Director, Dentsu Marcom, reacting to the win.

HCC has never been an advertising intensive account, but with the flurry of activities, and the inherent opportunities in the infrastructure business, HCC now feels the need to talk to a number of public – clients, the government, investors, employees. The Ajit Gulabchand-owned company is currently engaged in constructing the Bandra-Worli sealink in Mumbai and was one of the leading contributors to the construction of the Mumbai-Pune Expressway.

Meanwhile, another important development at Dentsu Marcom is Adrian Mendonza joining the agency as Executive Creative Director. Prior to joining Dentsu, Mendonza was with Rediffusion DYR as Vice-President and Executive Creative Director. He had quit Rediffusion in October 2005 after a nine-year stint.

“Mendonza’s key job functions at Dentsu will include building a creative team and helping add new business to the company’s Mumbai office, besides concentrating on building a solid creative reputation for Dentsu,” said Gullu Sen, the newly-appointed Vice-Chairman of Dentsu India. Mendonza has also worked with Mudra, Forefront and Contract Advertising, in a career spanning 18 years. Some of the brands that he has worked on include Vimal, Rasna, Mother’s Recipe, Phillips Audio and Lighting Systems, Colgate, Airtel, Hindustan Petroleum, Eveready, Citibank, IndianOil, Maruti, and Daikin Airconditioners, among others.

Mendonza’s one-man creative shop, ‘Water’, will take a backseat for the time being. However, he will be directing ad films under the Dentsu banner in the days to come.

Over the years he has won numerous awards at the Ad Club, CAG and A&M Awards, including Campaign of the Year and the A&M Copywriter of the Year. His work has also won international recognition at the Cannes Ad Festival, Asia Pacific Awards, New York Festival and London International Ad Festivals. Mendonza had been nominated for Copywriter of the Year at both New York and London International Ad Festivals.

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