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Publicis Ambience Bangalore pockets Mantri Square Mall account

Publicis Ambience Bangalore has recently won the creative duties of Mantri Square Mall in a multi-agency pitch involving around 7-8 agencies. The incumbent agency is Ogilvy & Mather, which had earlier handled the real estate as well as the mall businesses for Mantri. O&M has retained the real estate business.

e4m by Sai Prasanna
Published: Oct 21, 2011 9:17 AM  | 4 min read
Publicis Ambience Bangalore pockets Mantri Square Mall account

Publicis Ambience Bangalore has recently won the creative duties of Mantri Square Mall in a multi-agency pitch involving around 7-8 agencies. The pitch process had begun in mid-June. The account size is pegged at Rs 3 crore. The incumbent agency is Ogilvy & Mather, which had earlier handled the real estate as well as the mall businesses for Mantri. O&M has retained the real estate business.

Speaking on the development, Jermina Menon, Head-Mall Marketing, Mantri Square Mall, states, “As the brand had grown and we need to now take it to the next level, we decided to look at newer agencies and newer approaches. What made us decide on Publicis is that they were the agency which came back with a strategic focus and approach. While on one hand, malls are retail environments, they are also real estate assets. This presents a need for appreciation of the asset value. Hence, the subtle difference between mall branding and retail branding. Publicis were able to bring out this nuance well. Not only did they understand the issues we grapple with, but they also had some very important insights on shoppers. Translating these into marketable ideas was thus easy.”

Mantri Square Mall, Bangalore’s largest mall with over 250 retail outlets and footfalls of over 16 million people a year, was looking for an integrated agency that had an ethos of innovative thinking and capabilities that go beyond that of a traditional agency.Speaking about the win, Kaustav Das, Executive VP-South, Publicis Ambience, “Over the last 10-15 years, the advertising space has changed dramatically. Clients have spread their marketing spends significantly and budgets allocated to Mass Media have been reduced to 30-40% of the Marketing budget. Many brands these days are allocating more money towards activations, experiential marketing, and social media. Clients are completely flexible with exploring different options of taking the brand to customers. They want a media-neutral agency which can come up with original ideas and not just advertising ideas. We have a small team but with experience across the board – Advertising, Social Media, Digital, and BTL. This enabled us to understand the needs of Mantri better and come up with a solution tailored to meet their requirements.”

While it is understood that the other agencies came up with ideas on how to build the brand, Publicis emerged with the ideas that were specific to Mantri Square. The pitch presentation by Publicis Ambience was different, it did not restrict itself to mass media campaigns or initiatives to drive footfall as is traditionally done. Itinstead, focused on ideas to make every footfall count as revenue for the mall. Kaustav explains, “Footfalls were not the game for us; the idea was that anyone within a 3-5 km radius of a mall will visit a mall. Usually, a mall sees mall rats (regular mall visitors) and window shoppers with very little actual buying taking place. So, our pitch/idea was based on increasing mall circulation rather than just on footfalls. The more a consumer moves around, the more he purchases. We had to expose visitors to stores other than those that they usually headed to.”

Jermina adds, “While foot falls are important, spend per footfall is more critical and our focus remains to increase that. Even with a new agency on board, our objective remains the same - we want to be the preferred shopping destination of the serious and avid shopper.”The Diwali campaign for Mantri Square is already on air since the last 10 days. The mall has a mostly radio-led campaign which sees a 30-40% allocation, 30% towards OOH, and 20% towards local press (print). There will also be in-mall advertising.

Vinod Vijaykumar, VP, Publicis Ambience Bangalore, remarked, “It’s a different kind of thrill when a client says, ‘Your work is actually different and meaningful’ for a domain that is seldom understood by advertising agencies. We have started our innings in managing and growing retail brands with the Mantri Square win. We hope to develop path-breaking insights and next practices for this category in the coming months.”

Apart from Mantri Square Mall, Publicis Ambience Bangalore handles the V-Guard business and the prestigious Jewellery Car Project of Gold Plus from Tata.

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Reckitt Benckiser calls for media pitch worth Rs 450 crore

Flashed on Friday: The pitch process reportedly kicked off a couple of weeks ago and leading agencies including incumbent IPG Mediabrands and Publicis are believed to be contesting it fiercely

By Naziya Alvi Rahman | Nov 26, 2018 10:57 AM   |   1 min read

RB

Reckitt Benckiser (RB), one of the leading advertisers, has initiated a media pitch estimated to be around Rs 400-450 crore. The pitch process reportedly kicked off a couple of weeks ago and leading agencies including incumbent IPG Mediabrands and Publicis are believed to be contesting it fiercely.

One of the leading global FMCG companies, RB had appointed Initiative from the IPG Mediabrands umbrella as its media partner in December 2013 on the back of a global media review.  Since then IPG has successfully retained the account despite annual pitches. Prior to IPG, the media duties were handled by Zenith Optimedia.

Meanwhile, the FMCG major that has a presence across 60 markets globally, in a recent development, gave part of its digital duties to Zenith Optimedia. As per industry sources, RB has divided its digital portfolio into two parts—Health, and Home & Hygiene. While Initiative will continue to manage Home & Hygiene, the first portfolio will be handled by Zenith Optimedia from January 2019. The move was an outcome of a global decision without any pitch being called. 

exchange4media reached out to all the stakeholders but did not get a response from any of them at the time of filing this story.

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MediaCom bags Vivo's media mandate worth Rs 350-400 cr

The account will be managed and supervised from the MediaCom Gurgaon office.

By Naziya Alvi Rahman | Aug 22, 2018 8:59 AM   |   1 min read

Following a competitive multi-agency pitch, GroupM’s media agency MediaCom has been awarded the media mandate for Vivo. The size of the account is estimated to be Rs 350-400 crore

As the agency on record for Vivo in India, MediaCom will be responsible for the media strategy, planning, buying and implementation for all mass media. This big win follows MediaCom’s stellar showing at the Cannes Lions 2018.

Commenting on the partnership, Jerome Chen, CMO, Vivo India, said, “We understand that being creative is as important for a brand as its product innovation. MediaCom’s creative ideas and approach resonate with Vivo’s ethos as an innovation-driven brand. As we continue to grow stronger in India, we believe this partnership will enable us to step up our engagement with the consumers even more. We look forward to a long and mutually successful partnership with MediaCom.”

Commenting on the win, Navin Khemka, CEO, MediaCom South Asia, added, “The growth of the telecom industry in India is unprecedented and the smartphone adoption brings exciting opportunities. Vivo is one of the leading and innovative players in this space. We are delighted to partner with Vivo and looking forward to creating unmatched brand value and innovative solutions for our consumers."

The account will be managed and supervised from the MediaCom Gurgaon office.

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Initiative wins Anchor Electricals' media mandate worth Rs 100 Crore

Initiative's Mumbai office will manage the account. The account was earlier held by OMD India.

By exchange4media Staff | Aug 17, 2018 8:54 AM   |   2 min read

Initiative, the global full service media agency of IPG Mediabrands, has won the media mandate of Anchor by Panasonic, one of India’s largest domestic manufacturers of electrical construction materials. The size of the account is Rs 100 core. It was earlier held by OMD India.

Initiative will be responsible for the media strategy, planning, buying and implementation for all brands under Anchor Electricals for both mass media and out-of-home. The account will be managed by the agency’s Mumbai office.

Vivek Sharma, Managing Director, Anchor Electricals Private Limited (AEPL), the Electricals arm of Panasonic Corporation, said, "Anchor by Panasonic is a leading electrical brand in the Indian market with sales of Rs 3550 Cr in the current financial year, through a diverse product portfolio spanning seven product verticals. As a company, we are strategically aligning ourselves to substantially improve consumer connect. AEPL would aggressively use mass media in building saliency and creating awareness for its businesses in the months to come. We, at AEPL, are happy to partner with Initiative in this exciting phase of growth".

"We are confident of Initiative's domain knowledge and media buying clout. Their considerable experience in the South Asian markets will help us deliver enhanced brand communication and drive media efficiencies for AEPL", he further added.

Vaishali Verma, CEO, Initiative, said, “This is one more prestigious addition to our esteemed portfolio of clients. We look forward to working with Anchor and create cutting-edge, strategic media solutions. Working with an ambitious company like Anchor is a great challenge and we look forward to creating impactful business solutions through our proprietary global tools.”

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JWT India confirms the Quaker Oats win

Varun Channa, Sr. VP and Managing Partner for JWT's business unit PO1 confirmed this development with exchange4media.

By Misbaah Mansuri | Aug 13, 2018 6:08 PM   |   1 min read

J Walter Thompson India has bagged the creative mandate for global food and beverages giant PepsiCo India's brand Quaker Oats, according to industry sources. The business was awarded after a highly contested multi-agency pitch. 

The account will be handled out of the agency’s Delhi office. The agency lead the creative campaigns for Quaker Oats in India.

The brand's creative mandate was earlier with BBDO India ever since the agency announced its launch in 2007. Varun Channa, Sr. VP and Managing Partner for JWT's business unit PO1 confirmed this development with exchange4media. "Quaker saw our work being presented and considering our experience in building nutrition brands, it was an easy decision. Since the Quaker Dairy account was already with us, this was like consolidation of the Quaker portfolio," shared Channa. 

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MediaCom wins Mars’ global media account

Mars Inc. chose MediaCom following a competitive pitch launched after the brand reviewed its media account in January.

By exchange4media Staff | Aug 9, 2018 12:41 PM   |   2 min read

Mars Inc. has appointed GroupM's MediaCom as its global media agency, according to media reports. Mediacom will now handle the media planning and buying for Mars’ brands which includes M&Ms, Snickers, Whiskas, Smackos, Masterfoods and Wrigley.

The selection was reportedly made following a competitive pitch launched after the brand reviewed its media account in January. Earlier, Mars had reportedly said that MediaCom, Starcom and OMD were invited to participate in the review.

Media reports quoted the Chief Marketing and Customer Officer of the company Andrew Clarke as saying in an email statement that “the partnership will be a crucial accelerator in our ambition to be quicker, bolder and even more innovative when it comes to meeting our consumer needs."
Rob Rakowitz, Global Media Director at Mars, was quoted as saying that all three agencies showed fresh, challenging approaches.

“GroupM created a custom operating model for us which enables us to put data at the heart of our decision making, drive speed at a global, local and campaign level, and use our resources efficiently," he reportedly said.

Media reports mention that the US confectionery and food giant previously separated planning and buying, and split those duties in different regions. WPP’s MediaCom held the global planning account, while Publicis Groupe’s Starcom and Omnicom’s OMD shared buying duties with MediaCom.

The new media assignment will go into effect in the beginning of 2019.

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Eureka Forbes appoints Taproot Dentsu as its creative agency

Taproot Dentsu will be responsible for Eureka Forbes’ brands across the categories of water purifiers, air purifiers, vacuum cleaners and security and surveillance solutions

By exchange4media Staff | Aug 7, 2018 11:21 AM   |   2 min read

Eureka Forbes has roped in Taproot Dentsu to handle its creative duties. The agency, from the house of Dentsu Aegis Network, won the account following a multi-agency pitch.

Under this new partnership, Taproot Dentsu will be responsible for Eureka Forbes’ brands across the categories of water purifiers, air purifiers, vacuum cleaners and security and surveillance solutions.

Commenting on the association, Marzin R Shroff, MD and CEO at Eureka Forbes, said, “Taproot Dentsu’s creative ideas and holistic approach resonates with our ideology and strategy. We are confident that the agency’s understanding of our business and categories will help us in making our brands more engaging, intriguing and relevant to all our stakeholders. We wish the team success and look forward to an exciting journey together.”

“I would also like to acknowledge the contribution of Triton Communications that has helped us create and build our iconic brands over the last three decades,” Shroff added.

Talking about the new partnership, Umesh Shrikhande, CEO of Taproot Dentsu, said, “Aquaguard from Eureka Forbes is a brand that has been a leader and pioneer in the water purification space. For most Indian consumers, the name is synonymous with the category. The work they have done spanning visionary R&D, specialist selling and social initiatives is staggering. It is our privilege to get this opportunity to help the brand strengthen its leadership position. Equally, we are excited to work on their other important brands like Euroclean Vacuum Cleaners, Aeroguard Air Purifiers and EuroVigil Security Solutions, which are leaders in their own right."

Santosh Padhi, Co-founder and Chief Creative Officer at Taproot Dentsu, said, “It is always challenging to create sharp and memorable communication for a rational/scientific category. More so when you are dealing with a respected leader brand like Aquaguard. We will pull out all stops to make sure that we create winning communication that’s differentiated.”

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Logicserve Digital bags digital mandate for Mankind Pharma’s Unwanted-21 Days

Logicserve Digital won the account following a multi-agency pitch and will manage the creative strategy, social media, SEO and paid media for the brand

By exchange4media Staff | Aug 2, 2018 3:58 PM   |   2 min read

Logicserve Digital, the Indian media agency arm of Logicserve Group, has been assigned the digital mandate for Mankind Pharma’s Unwanted-21 Days. The agency won this account following a multi-agency pitch.

The agency will be responsible for managing the social media channels, SEO, paid media services and creative strategy to help the brand grow their digital presence & build better engagement with the audiences.

Commenting on the account win, Prasad Shejale, CEO & Co-Founder, Logicserve Digital, said, “We are extremely happy to have this opportunity to work with a brand like Mankind Pharma who are one of the leading pharma brands in India. We look forward to work closely with their marketing team and help them amplify their vision and achievements by designing robust strategies for connecting with the right audiences via the right channels. Logicserve Digital aspires to further uplift the brand’s presence in the dynamic digital universe and help them achieve the desired results.”

Speaking about the announcement, Joy Chatterjee, Assistant General Manager-Marketing, Mankind Pharma, said, “We are glad to appoint Logicserve Digital as our AOR (Agency On Record) for our brand Unwanted-21 Days. The agency will help us in ideating and managing the brand’s digital marketing plan in line with the predefined objectives and goals. We were looking for an agency who will support us in our journey with their insightful solutions and help us differentiate our brands in this domain. In Logicserve Digital, we found the perfect partner to carry forward the digital duties and we strongly believe that they will be able to deliver and live up to the brand’s expectations.”

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