Fountainhead Bangalore, which had its fair share of wins last year, has kick-started 2004 on a positive note. The agency has bagged the account of the multinational 3M India Ltd’s Carcare Automotive Aftermarkets Division. The deal, which is to be made official this month, is a focus area for the agency.
While no pitch was invited for the account, according to Ashok Nath, Branch Director, Fountainhead was given the account on the basis of its merit. "3M had in the past worked with smaller agencies and had decided to give this division more priority this year. We heard of this and approached them with a presentation which they found impressive," he says.
Much of the initial work will revolve around press, promotion, direct marketing and merchandising. While some of the creatives have already appeared in auto magazines, the rest of the communication output will be ready by February. The ground level activities and promotions are to be handled by Eventus Integrated Marketing. While refusing to comment on the actual size of the account, Nath says, "It is a fair sized account by Bangalore standards in terms of budget, but it will receive a lot of our focus and their organization. We are especially delighted to find a client who understands and appreciates the value of good advertising."
Our typical marketing budget is usually 10 per cent of the topline spend
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