Launched as a full service agency in May 2008 by the IPG Group to handle business that conflicted with its flagship agency Lowe India, Pickle has had a busy time establishing stable teams and business relationships in key markets. Buoyed by sizeable new wins, Pickle has ambitious growth plans for 2009.
In the nine months of its existence, Pickle has won accounts like SAB, Kalpataru Constructions, BLK Hospitals, Royal Orchid Hotels, J&J, United Spirits. The agency has also lent its expertise on project basis to clients like Tata Indicom and SEW Infrastructure, and have been instrumental in the launch of mobile telephone service provider Shyam Telelink in Rajasthan.
Sumeet Chatterjee, President & MD, Pickle Advertising, explained, “Start-ups require a very high degree of patience and efforts. We are lucky to have a highly committed and driven team suited for the task.”
For Chatterjee, ‘experimentation’ is the word to unshackle creativity at Pickle. He said, “As a new agency, we actively encourage our people to try out new ways to approach problems. In today’s fast changing world, we believe experimentation will create new solutions.”
Looking forward to 2009, Rahul Jauhari, National Creative Head, Pickle Advertising, expects to formalise and put into practice the agency’s own unique way of thinking. He said, “We plan to put our heads down to acquiring new businesses that allow us to do some noticeable work on the back of our thinking. In the same time, we believe to retain and attract talent in tune with our expansion plans.”
Chatterjee added, “Despite the downturn, we have taken up the challenge of ambitious growth in 2009. I believe brands cannot afford to ignore their customers and, therefore, will continue to advertise, and some new launches will take place. The climb is perhaps a bit harder now for the next few months.”
Commenting on the current economic slowdown, he said that what went up had to come down and vice-versa, it was the law of nature. He pointed out, “India has been growing at 9 per cent over the last few years and, therefore, an expected growth rate of anything between 6.5 per cent and 7 per cent is viewed as slowdown. Some sectors are more affected than others. The worries are about pessimism in public sentiment and unavailability of credit. The advantage India has is that it is a consumption economy, but with depressed sentiments and a fear of potential unemployability in certain sectors, purchase decisions have been deferred. The economic pundits are hoping that by mid-2009 things might start looking better.”
Chatterjee concluded by saying, “So far, Pickle has not been impacted adversely, although things could have been better. We have managed to show double digit growth in 2008.”