Top Story

e4m_logo.png

Home >> Advertising >> Article

Law & Kenneth bags Rs 10-14 crore Godrej and Boyce media and creative account

17-August-2005
Font Size   16
Share
Law & Kenneth bags Rs 10-14 crore Godrej and Boyce media and creative account

Law & Kenneth (earlier St Lukes) has won the Godrej and Boyce media and creative mandate. The account size is pegged in the region of Rs 10-14 crore. Five agencies – FCB Ulka, Percept AMO, JWT, FCB Ulka and Law & Kenneth – had made the pitch presentation about a month ago, of which JWT, Everest and Law & Kenneth were shortlisted.

St Lukes had been handling the creative and media duties of Godrej and Boyce’s home furniture business, while Percept AMO was the advertising agency for its institutional business. There was thus the need felt to have a common agency to have a unified communication.

Confirming the news to exchange4media, Manoj Ganjawalla, Vice-President, Marketing & Sales, Godrej & Boyce, said, “We did evaluate five agencies on various parameters like strategic planning, brand architecture, what is the big idea, media planning and client servicing, and the agencies were asked to rework on certain areas where they could add more value. This is where we found that Law & Kenneth suited the brands’ needs the best. The fight was very tough and work done by other agencies was also good, but Law & Kenneth’s work met the environment the best.”

Anil Nair, COO, Law & Kenneth, said, “It’s a very prestigious account and we are excited about the same. We have won this business because we gave them a comprehensive solution and I guess our approach was also very different from the other agencies. Establishing and maintaining the leadership position is very much going to be the mandate for us.”

The advertising activities will be in two directions – one on the brand building front and the other would be of tactical nature like advertisement for schemes during festival seasons and so on.

The furniture division is the second largest sales generator for Godrej and Boyce after the appliances wing. The company has chalked out ambitious plans to double its turnover to Rs 1,000 crore in three years, which could see it becoming the top revenue earner for the Rs 1,800 crore company.

The growth strategy incorporates various initiatives, including supply contract with overseas companies, aggressive plans in the home segment, which is being coupled with a retail initiative apart from entering new product segments with tie ups with international specialists.

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