OgilvyOne, the direct marketing arm of O&M in India, has bagged Benetton’s CRM account. Four other agencies were in the fray. While the account size could not be ascertained, it is believed that the client will be spending a decent amount on its CRM activities.
Excited over the win, Vaishali Sarkar, Vice-President, OgilvyOne Worldwide, New Delhi said, “OgilvyOne Delhi is well represented in most of the key relationship marketing categories. It was retail that was eluding us. Perhaps no other brand could have fulfilled our hunger better than Benetton. The brand itself evokes excitement and energy and we look forward to matching that.”
Benetton is now a 100 per cent subsidiary of Benetton Italy, SpA. It is a $2.1 billion corporation with brands like Sisley, Playlife and Killer Loop as a part of the group. Benetton is the flagship brand with huge consumer salience and equity. The company has been in India through various JVs for the last 15 years. The brand has grown in stature and boasts a huge following among consumers in the Indian market.
Sanjeev Mohanty, Director - Sales and Marketing, Benetton India Pvt Ltd, said, “The Benetton Consumer Loyalty Programme would be one of the key drivers for growth and differentiation amidst cutthroat competition. This programme also has the additional burden of setting new benchmarks in retail by delighting as well as pleasantly surprising our loyal consumers.”
Over the years OgilvyOne India has helped create some of India’s most successful brands like Asian Paints, Cadbury, and Fevicol among them, and in recent times – Perfetti, Hutch, Close Up among others.
The 76 years in India have seen Ogilvy & Mather consolidate its position in the Indian advertising industry. It has also earned the distinction of being one of the most creative agencies in the entire Ogilvy worldwide network.