The Rs.8 crore Hyundai Accent account recently moved from Bates to Grey Worldwide. Three agencies, including SSC&B, Bates and Grey Worldwide had pitched for the account.
Explaining the move says Sanjeev Shukla, Deputy Manager - Marketing, Hyundai, "The strategy and creative pitch that took place on the 15th of May, saw Grey Worldwide as the frontrunner because of its better understanding of the automobile market. Moreover, we were looking for a fresh perspective and hence the shift in the agency for Accent."
While Grey's Ashutosh Khanna, Senior Vice President, Grey Worldwide, says that commenting on new business is not what his company permits, he certainly agrees with Shukla. Says Khanna, "We've handled Opel Astra before and maybe because of that I'd like to agree with Sanjeev when he says that we have a better understanding of the market."
In the past, SSC&B and Bates jointly handled the Hyundai accounts. While Santro and Sonata were handled by SSC&B, Bates handled Accent and the corporate account for Hyundai. Says Shukla, "While the Accent account would now be handled by Grey, the corporate account would be jointly handled by Grey and SSC&B."