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.