Grey Synchronised Service (G2) Chennai has bagged the creative duties of hair care brand Schwarzkopf following a multi-agency pitch. Apart from G2, four more agencies were involved in the pitch. The size of the account could not be ascertained.
Confirming the development, Ashok Namboodiri, Country Manager, Schwarzkopf, said, “It’s a standard procedure of the company to call for pitches whenever it looks at the developing marketing programmes. We were very impressed with the kind of creative work that G2 has done.”
G2 also came up with specific strategies in the area of beauty and hair care for Schwarzkopf. The agency also has a reputation of being very good in its creative work. “We wanted somebody who could work with us to build the brand strategy, and not turn around certain images or certain layouts. We were very impressed by their creative thinking in building the brand,” Namboodiri said.
Schwarzkopf’s communication is not targetted at the consumer. “We do not talk to the end consumer and our enitre communication plan would be BTL activities. We also advertise in trade magazines which are distributed in salons. It’s about how we influence the hairdresser or hairstylist in the salon and how motivated he is to try our products. That’s the kind of work we want to do,” Namboodiri explained.
Schwarzkopf is a professional hair care brand from Germany. Having entered the professional salon business in India in 2001, it quickly established its credentials as a technology leader. It claims to be the number two player in the professional hair care segment. In May 2005, Schwarzkopf entered the retail hair colour market, with two international brands -- Silkience and Palette.