Rediffusion DY&R Kolkata has bagged the Linc Pens account following a keenly contested and long-drawn multi-agency pitch. Apart from Rediffusion, the other agencies that made the cut for final presentations held recently were incumbent agency Mileage, Brand David and Bates.
Said Amitava Sinha, Senior Vice-President, Rediffusion Kolkata, "We are delighted with this win as it means an opportunity to work on a brand on the fast-track in a category that affords tremendous creative scope. Also, being a brand that is seeking a national presence, it further enriches our client roster in Kolkata which already includes among others national players like Eveready, Airtel, Tata Steel, Peerless and Dey's Medical."
Commented Deepak Jalan, Managing Director of Linc Pens, "We are glad to have signed up with Rediffusion DY&R as our new agency which we strongly believe has the necessary creative expertise to take our brand to greater heights. Our endeavours to attain a pan-India presence would now be achieved and we look forward to a great year ahead."
The pitch process, as reported by exchange4media earlier, began in November last year and involved two rounds of presentations. Said Mukul Bahadur Singh, GM-Marketing, Linc Pens, "We wanted the shortlisted agencies to further refine whatever they did in the first round and Rediffusion came up with a very powerful communication strategy that fits our plans of taking a leadership position."
While neither the agency nor the client was willing to divulge the size of the creative business, industry estimates put the figure at Rs 5 crore plus. It may be mentioned here that Linc has very ambitious growth plans and is looking at becoming significantly more active in terms of marketing and advertising support. The Linc portfolio includes a wide variety of writing instruments like ballpens, gel pens, direct-fill pens and refills and its products are exported to as many as 30 countries.
Linc also has a strategic alliance with Mitsubishi Pencil Company of Japan to market their Uniball range in India, and has recently forayed into retailing with 'Just Linc' and 'Office Linc' stores.