McCann Erickson has recently bagged the creative duties for Economic Times. Besides their in-house team, and two other agencies – Lowe and Cartwheel – McCann Erickson will also work on the newspaper’s strategy.
Prasoon Joshi, Executive Chairman, McCann-Erickson India, said, “It is an extremely respected newspaper, and it is a great feeling that they have trusted us with this job. We are still working on the strategy for them. But what we do plan to do is to have more advertising in a manner to educate people about the paper’s changes, and new sections and segments.”
Arun Arora, CEO, Economic Times, said that as an addition to the other agencies working on the paper’s marketing strategies, they chose McCann Erickson because of the quality and potential they felt that the agency had. “We are very happy with the work that has been given to us by all the other agencies, and are looking forward to the same in the coming times,” he said.
“We have been quite impressed with the quality of all the agencies working with us today. We have gone in for these selected ones because we had felt that they had the best potential and were most competent,” he added.
He refused to divulge further details, stating, “We cannot comment on the strategy and disclose it until it is out in the first place.”