PerceptH bags creative duties for Yardley and Finesse brands

PerceptH bags creative duties for Yardley and Finesse brands

Author | exchange4media Mumbai Bureau | Tuesday, Jul 29,2008 8:13 AM

PerceptH bags creative duties for Yardley and Finesse brands

PerceptH has been assigned the creative mandate for premium personal care brands, Yardley and Finesse, from the Lornamead Group. The win comes following a pitch involving four agencies and two qualifying rounds. The Yardley portfolio will include soaps, deodorants, talc and shower cream, while Finesse will have shampoo and conditioners.

Reacting to the win, Ajay Verma, Senior Vice President, PerceptH, said, “It was the demonstration of our strategic approach, coupled with inventive thinking and application thereof that won us the business. Our agency’s proficiency in this domain and our passion for the brand clearly stood out.”

Commenting on the three other agencies involved in the pitch and the account size, Verma said, “We outshone three of the top frontline agencies in India for this particular account. As far as the account size is concerned, all I can say is that for a small brand with one category the value is usually close to Rs 10 crore, and here we have so many categories, which means that the account size is huge.”

Rohit Gothi, Country Director, Lornamead, said, “Brand centricity and long term vision is of paramount importance to our key brands Yardley and Finesse, which operate in fairly competitive segments. It is not only creative excellence, but strategic capabilities too, which are critical for gaining market share in categories like soaps, shampoos and deodorants. We are delighted to have Percept as our partner as we believe they fulfill the above objectives. I am sure with Percept on board, we have got the right partner to grow our India business significantly.”

The Lornamead Group is a leading marketer of quality home and personal care products. Established in 1978, it currently has a portfolio of more than 30 brands, distributed in over 50 countries worldwide. Headquartered in the UK, Lornamead has sales and marketing offices in Germany, Dubai, India and the US. They have implemented a successful strategy in the personal care segment by acquiring and building brands with a rich consumer heritage.

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