Top Story


Home >> Media - Others >> Article

Starcom bags World Gold Council Rs 10-cr media AoR

Font Size   16
Starcom bags World Gold Council Rs 10-cr media AoR

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

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...