Tag: #AccountWin

SBI hands over media mandate to DDB Mudramax

MUMBAI: Indian bank, State Bank of India (SBI), has appointed DDB Mudramax as its media agency for media duties.

The account was won post a multi-agency pitch and will be handled out of the agency’s Mumbai office.

It will be led by Navin Kathuria, EVP and principal partner, DDB Mudramax.

State Bank of India CMO Dinesh Menon says, “We at SBI are committed to providing innovative financial solutions to our wide base of customers and prospects. We needed an agile strategic media partner who can work closely with our brand marketing team to facilitate greater consumer traction for our brands. Our esteemed agency evaluation panel felt that DDB Mudramax can help us unlock our true potential.”

DDB Mudramax president Sathyamurthy Namakkal adds, “We have been associated with SBI for several years as one of their empaneled agencies. With this mandate to be the sole Media AOR, we are now entrusted with more responsibility to grow our relationship to the next level. We look forward to some business impact solutions through interesting customer initiatives.”

August 18, 2018
Mars assigns global media planning & buying to MediaCom

MUMBAI: Confectionery and food business, Mars Inc, which is also one of the world’s biggest advertisers, has appointed MediaCom to handle its media planning and buying duties across most of the company’s portfolio.

The full assignment will go into effect on 1 January 2019 and the transition period will run from August until December 2018.

The result follows a competitive pitch against Omnicom, led by Hearts and Science, and Publicis, led by Starcom.

MediaCom had previously managed media planning globally for the client and buying in over 20 markets, including Mexico, Canada, Australia, and the Netherlands.

The entire global business — which is worth £1.4 billion globally, according to data from Recma – will now be consolidated into MediaCom, including buying for the US and China. To deliver on the assignment, MediaCom will work as part of GroupMW, a GroupM solution, tapping into the resources of GroupM and WPP agencies to deliver outstanding results for Mars.

This decision connects to the larger transformation Mars has been driving with its marketing and media agenda — looking to build competitive advantage through insights, investment, and innovation. With an ever-changing marketing and retail landscape, Mars has been putting an increased focus on driving value from fast approaches to data, new creative and content models, and ways to incubate innovation.

Mars chief marketing and customer officer Andrew Clarke says, “This 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. It brings thought leadership and actionable use of data and insights to meet our media needs.”

“It was impressive to see some of the fresh, challenging approaches from all three of the agencies. It’s helped evolve our thinking throughout the pitch and inspired us to be even bolder in our ambition. 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,” adds Mars global media director Rob Rakowitz.

“Building on our existing remit, and extending our 25-year relationship, we, along with our GroupMW colleagues, will now be managing all of Mars’ media buying, as well as their data and analytics,” mentions MediaCom Worldwide chairman and CEO Stephen Allan. “This confirms our place as the trusted media partner to one of the world’s most prestigious advertisers.”

August 9, 2018
Eureka Forbes assigns creative mandate to Taproot Dentsu

MUMBAI: Eureka Forbes, which is responsible for creating iconic brands including Aquaguard and Euroclean, 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 now be responsible for Eureka Forbes’ brands across the categories of water purifiers, air purifiers, vacuum cleaners and security and surveillance solutions. With Taproot Dentsu on board, Eureka Forbes plans to further fortify its position as category leader.

Eureka Forbes MD and CEO Marzin R Shroff says, “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.”

Taproot Dentsu CEO Umesh Shrikhande adds, “Aquaguard from Eureka Forbes is a brand that has been a leader and pioneer in the water purification space. 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.”

Commenting on the campaign, Taproot Dentsu co-founder and CCO Santosh Padhi mentions, “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.”

August 7, 2018
Frigorifico Allana appoints The Womb to create a new future for Sunny

MUMBAI: In yet another demonstration of forging partnerships with new clients without speculative pitches, The Womb and Frigorifico Allana have joined hands to build its lead brand Sunny in India.

Sunny is already a significant player in the refined edible oils category in Maharashtra, and its sunflower variant is currently the fourth largest in the state within five years of its launch. As the ambitions of the brand grew big, Frigorifico Allana approached The Womb for its strategic and creative services to help make Sunny meet its objectives.

Frigorifico Allana CEO for consumer products Paul Thachil says, “Frigorifico Allana is one of the fastest growing food companies in India with a portfolio of brands in the B2B and B2C space across the categories of refined edible oils (Sunny), bakery fats & bakery ingredients (Pristine), Olive oil (Allegro) and premium ice creams (London Dairy). For Sunny, we were looking for a partner who are not only skilled and passionate in helping create great campaigns and build strong brands, but importantly, are also adept at helping businesses grow. Innovative thinking across the marketing spectrum was what we were after, and in The Womb, we found a young agency that matched our brief. “

Frigorifico Allana head of marketing Prashant Sarwade adds, “I have been familiar with Kawal and Navin’s work since the time I was in Cadbury, and they used to anchor the work on many Cadbury brands. I was always keen to work with them. But what really made it a no-brainer was their agency’s recent work on brands like Saregama Carvaan and on Fogg. They have built an incredible team, which was crucial to us as we have very discontinuous plans to grow our edible oil business through our brands like Sunny. Across all partners in the entire marketing chain, we want to forge long-term partnerships, and only with the best. After a couple of conversations with The Womb, we knew that our big plans on Sunny were in safe, nurturing hands.”

The Womb founding partner Kawal Shoor mentions, “We love challengers. They have hunger, and they are not enslaved by too many rules. Frigorifico Allana’s entire team, right from CEO, Paul Thachil have shown those rare qualities anyone seeks in a client — hunger and trust. And Prashant is a rare hybrid — new age skills and questions, and old school attitude and respect — values that anyone would love to see in their client partners. And we’ve always chosen people over brands when we meet potential new clients. We now hope and plan to give Sunny a new voice in its category and culture.”

The consumer products division of Frigorifico Allana , part of the Allana Group, was established in 2013 in India. Within a short span of few years, it has successfully launched many world class food products that cater to both consumers and industrial businesses in categories like edible oils, bakery ingredients and bakery fats. It also markets London Dairy, a premium ice cream brand amongst others.

July 27, 2018