Top Story

e4m_logo.png

Home >> Advertising >> Article

Kolkata-based Linc Pen scouts for new agency

18-November-2005
Font Size   16
Share
Kolkata-based Linc Pen scouts for new agency

Kolkata-based Linc Pen and Plastics Ltd, which has established itself as one of the dominant players in the national writing instruments market, is in the process of re-evaluating its agency alignment and has called for a multi-agency pitch.

In view of the creative scope a category such as this would provide and the group’s ambitious growth plans of achieving a turnover of Rs 300 crore with focus on both domestic and export markets, several leading Kolkata agencies are ready to put their best foot forward for this account.

The agencies in the fray include the incumbent agency Mileage, a local agency that has been handling the account for three years now, O&M, Bates, Rediffusion and Megaminds. The presentations are reportedly scheduled over this week and the next, and a decision on which agency will be handling the account is expected by mid-December. The advertising for Linc pens is expected to commence from January to coincide with the upcoming exam season.

According to Arijit Chakraborty, Product Manager, Linc Pens, who confirmed this development, “We wish to infuse some fresh thinking and radical ideas on our brand . Given that the product attributes and consumer benefits are more or less the same across brands in the writing instruments category, we are looking for an agency who would be able to provide us differentiated communication to make our brand stand out.”

The Linc portfolio includes a wide variety of writing instruments like ballpens, gel pens, direct fill pens and refills, and is exported to as many as 30 countries. Linc has a strategic alliance with Mitsubishi Pencil Company, Japan, to market their Uniball range in India and also have recently forayed into retailing with the opening of ‘Just Linc’ stores in Kolkata, Mumbai, Ghaziabad and Kanpur.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking