Alliance Advertising has bagged the mandate for media planning and buying of Greenply Industries following a multi-agency pitch. The account size is estimated at around Rs 15 crore. With this Greenply Industries parts ways with Lintas Media Group’s Initiative Media, which has handled the media account for the last five years.
The pitch process began in July 2008 with five agencies – MPG, ZenithOptimedia, Connext, Dentsu and GroupM company Motivator – vying for the business. In the two rounds, agencies were briefed to deliver media strategy and recommendations for the company’s flagship laminate brand Greenlam. The final round was an evaluation of the media planning inputs for the brand by the shortlisted agencies.
Commenting on the win, Arshad Nizam, Director, Alliance Advertising, said, “It is a privilege for us to work with Greenply Industries. We are sure we would be able to provide value in terms of fresh thinking and new ideas in a category that has some strong contenders. We are currently running the campaign for Greenlam, the premium laminate brand from Greenply.”
He further said, “We will handle the media part of business, which involves a 360-degree initiative that Greenply is undertaking.”
Manish Kakkar, Brand Manager, Greenlam, said, “Alliance Advertising was our choice as we found that in terms of functioning synergies, we had a lot in common. The agency was extremely meticulous in terms of resource allocation as well as in offering innovative media solutions for the brand.”