Starcom has bagged the media responsibilities of World Gold Council account. The account is pegged at Rs 10 crore. The multi-agency pitch saw a fray among the incumbent Mindshare, MPG, Initiative and FCB Ulka.
Confirming the win, Sanjeev Agarwal, Managing Director, Indian Subcontinent, World Gold Council explains more on why the pitch was called, “We have an international norm which requires us to review agencies after a certain period.”
Agarwal explains that with World Gold Council, one challenge was in tracking deliverables. “For us, it is difficult to track off-takes on advertising. We briefed the participating agencies to address this issue. We realised that Starcom understood our requirement and provided tailor-made solutions. There was more than just top line planning and buying ideas,” he says.
Speaking about the win, Manish Porwal, General Manager, Investment and New Initiatives, Starcom India expresses, “Our presentation showcased our abilities to buy and plan, but importantly the ideas are fully implemental and will see daylight within a month.”
“After HDFC we won SAB Miller. This is our third straight-win against Group M. What’s vital about this win is that we are dealing with a brand that stands for the category,” he says.
World Gold Council is an organisation formed and funded by the world’s leading gold mining companies with production spread across 22 countries. India, the largest gold consuming nation in the world, records an annual off-take of around 800 tonnes of the yellow metal, which falls just short of a quarter of the global consumption.
Our typical marketing budget is usually 10 per cent of the topline spend