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TBWA launches integrated marketing services brand Tequila in India

30-November-2006
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TBWA launches integrated marketing services brand Tequila in India

TBWA\India has announced the launch of Tequila\India. Tequila is TBWA\Worldwide’s interactive arm and is one of the largest global networks offering CRM and interactive services. Tequila was recently named One to One Agency of the Year, Asia Pacific by Media magazine.

Tequila\India has appointed Awanish Kumar as the head of the division. Kumar, who has over 12 years’ experience in marketing services, has worked with Solutions Integrated Marketing Services, where he developed and set up their Bangalore business as a profit centre. In his previous capacity, Kumar also worked with Euro RSCG India and set up Euro RSCG 4D, their marketing services arm.

As in rest of the world, in India too Tequila would offer its entire range of services that includes CRM, creative, promotional, database driven customer acquisition and relationship management, digital and direct marketing services to its clients. Tequila\India will start its operations from Bangalore, Delhi and Mumbai simultaneously and will be actively supported by Tequila\Singapore in the key areas of knowledge sharing, planning and training.

Commenting on the launch of Tequila\India, K George John, Chairman and Managing Director, TBWA\India, said, “The integrated marketing services space in India is today growing at a very fast rate. We see a huge opportunity for ourselves in the segment and even amongst our existing portfolio of clients. With the launch of Tequila\India, TBWA\India is well placed to take advantage of the same.”

“Most companies follow a clear set of goals, which are pursued in conventional ways. We use a unique methodology called Disruption to provide our clients with ideas and actions that break the mould and deliver a unique and sustainable advantage,” he further said.

Kumar, Vice-president, Tequila\India, said, “We are in the middle of a marketing change point. Traditional marketing is no more effective since the customer himself is changing, his lifestyle has changed, his buying and consumption pattern has changed too. Malls, young consumers, new retail formats, etc., have added to the chaos, and now brands and services need to look at effective ways of reaching out to consumers and traditional advertising now no longer is the right approach.”

“Brands have already started looking at non-traditional and innovative ways to reach out to customers and this approach has yielded them rich dividends. The integrated marketing services industry is growing at a rate of approximately 50 per cent per annum and is estimated at Rs 1,500 crore. Our aim is to tap this vast opportunity,” he added.

Tequila was founded in Paris in 1986 by Jean-Marie Dru, President and CEO, TBWA\Worldwide, and has since become one of the world’s fastest growing marketing networks with 48 agencies in 34 countries. An Omnicom Group company and partnered with TBWA\Worldwide, today Tequila’s major clients include Adidas, Canon, Nissan, and Sony PlayStation, among others.

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