MUMBAI: After being on the block for a bit, McCann Erickson was finally awarded the Director’s special account; its size pegged at Rs 150 million.
The incumbent being Lowe, the review of the account involved a multi-agency pitch, although their names were not disclosed.
The company’s endeavour in identifying a new advertising agency came in the wake of Director’s special scheduled to go in for a repositioning of the brand as well as aiming at gaining visibility through their events. Royal Challenge and Antiquity, Shaw Wallace’s flagship brands also seem to be on the look out for a new agency. The brands are currently being handled by Lowe.
The company has re-launched many of its old products like Antiquity, Royal Challenge, Director’s Special (DSP), DSP Black, and Old Tavern Whisky, sprucing them up with new packaging. White Mischief vodka and London Lime gin have also undergone a revamp last year.
That apart, Shaw Wallace has also decided to introduce more surrogates to help in creating visibility for its brands. Recently, it extended Director’s Special as a water and soda, after the launch of Royal Challenge water in the past.