Home >> Account-Movement >> Article

Whirlpool’s New Year gift to DraftFCB Ulka; shifts back microwave creative biz after 4 years

31-December-2010
Font Size   16
Whirlpool’s New Year gift to DraftFCB Ulka; shifts back microwave creative biz after 4 years

In its bid to consolidate the advertising duties, Whirlpool India has shifted the creative duties of its microwave business from Contract to DraftFCB Ulka. It was a direct move by the company and did not involve any pitch process.

Speaking exclusively to exchange4media, Sanjeev Bhargava, Chief Operating Officer, DraftFCB Ulka, shared, “The category is still a nascent one for Whirlpool, though there has been a good growth exhibited in the last one year. The account size will evolve as we go along. The important task as we see here is that the category becomes a significant contributor to the Whirlpool mix of offerings and the quantum of advertising should be commensurate with the efforts involved.”

DraftFCB Ulka was initially the incumbent agency for this particular business, but lost out to Contract four years ago. So, why did the client think of such a move? “In the long journey of the brand, there have been times when the brand has needed fresh perspectives, and in accordance with that a new agency was brought in to provide the same. As times have progressed, consistency in the way the brand speaks and a sharper impetus on consistencies and on this particular category has provided the impetus to bring it back into the DraftFCB fold,” Bhargava candidly answered.

DraftFCB Ulka has been the agency for Whirlpool for the last 13 years and has been involved with the development of the overall brand. Bhargava felt, “The microwave and allied kitchen appliances are critical to the evolution of the brand as a provider of holistic solutions at home, and all activities related to this will be handled by us.”

“A lot of strategic work will need to be done to understand what will move this set of categories from Whirlpool into a significant position of strength. This strategic work both above and below the line will be done in the ensuing months,” , he concluded.

 

Stuart Bowden talks about purchase journey, the revised version of Cannes Lions, Wavemaker India’s performance and a lot more

Emery says everything that Unilever CMO Keith Weed says has a touch of genius. He also talks about his expectations from Cannes, WPP without Sir Martin Sorrell and his love for Mindshare India.

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

He is the man behind India's most rewarded and talked about campaign at Cannes 2018, 'Blink to Speak. Read on to find out how he conceptualised the idea and led the team that created the campaign.

Facebook-owned Instagram introduces IGTV, a new app to upload long-form vertical videos, intensifies competition with YouTube.

Piyush and Prasoon Pandey will be the first Asians and first from WPP to be deemed with this honour tonight at the Cannes Lions Festival of Creativity