#e4mExclusive:  Raymond taps AT Kearney to steer ₹300-crore integrated agency review

Raymond Lifestyle has appointed global management consulting firm AT Kearney to oversee its ongoing integrated agency review, according to multiple people familiar with the development, marking the next stage in the company's overhaul of its marketing and brand strategy.

The appointment comes weeks after Raymond Lifestyle initiated a review of its integrated creative and media mandate, estimated by industry executives to be worth over ₹300 crore in annual billings. The mandate spans creative, media planning and buying, digital, social, content and other marketing services. Top network agencies are participating in the pitch. 

AT Kearney has been tasked with managing the pitch process, evaluating participating agencies and advising Raymond on the final selection, the people cited above said. Consultant-led agency reviews have increasingly become the norm for large marketing accounts as advertisers seek greater transparency, objective evaluation frameworks and long-term capability assessments.

The appointment also aligns with the strategic reset underway at Raymond Lifestyle following the arrival of CEO Satyaki Ghosh, who has been reshaping the company's leadership and growth agenda. During the company's post-earnings interaction earlier this year, Ghosh had indicated that Raymond had concluded a competitive process to appoint a top consulting firm that would help craft its long-term strategy, with an announcement expected shortly.

Industry executives said the agency review is expected to be more comprehensive than a conventional creative pitch, with participating agencies being evaluated on integrated marketing capabilities, data-driven planning, commerce, consumer experience and brand transformation.

"The company is not merely looking for an advertising agency. It is evaluating partners who can support a broader brand transformation agenda across multiple consumer touchpoints," said one senior executive familiar with the process.

Another industry executive said consultant-managed reviews typically place greater emphasis on strategic capabilities, commercial models and measurement frameworks than on creative credentials alone.

The review comes at a time when Raymond Lifestyle is undergoing significant organisational changes. Since taking charge earlier this year, Ghosh has strengthened the leadership team with several senior appointments, including the hiring of former Hindustan Unilever executive Kalpana Singh as Chief Marketing Officer to lead the company's marketing and brand strategy.

Raymond Lifestyle has also indicated that it intends to sharpen its premiumisation strategy across its portfolio while expanding omnichannel marketing initiatives and strengthening digital engagement under the new marketing leadership. According to recent management commentary, the company plans to build differentiated identities for brands including Raymond, Park Avenue, ColorPlus and Raymond Ready-to-Wear through an integrated media and marketing approach.

For agencies, the Raymond review represents one of the largest integrated account opportunities in the Indian market this year. Several leading network agencies and independent players are understood to be participating, although the final shortlist could evolve as the consultant-led evaluation progresses, according to people aware of the discussions.

The outcome of the review is expected over the coming weeks, though the timeline could shift depending on the consultant's assessment process and final commercial negotiations, industry executives said.