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Tag: Sears

  • Percept floats brand communication consultancy company

    Percept floats brand communication consultancy company

    MUMBAI: The Percept Group has floated a subsidiary company, Perspectrum Consultancy Pvt Ltd, to offer a cohesive communication strategy for brand building, straddling all forms of media.

    Peter Isaac has been placed as the president of the brand communication consultancy company. He was earlier serving as Sahara India Entertainment Management COO before Shantonu Aditya was brought in from SET India as CEO of Sahara One. Isaac’s task was to put a structure in place for the management joint venture between Sahara and Percept to run the media and entertainment businesses.

    “Percept has set up a new company. Our aim is to offer to clients a broad spectrum brand perspectives. We will help build a communication strategy for brands,” says Isaac.

    The company will have two divisions. The project management unit will help integrate the 23 different Percept companies. It will also handle knowledge management for these separate companies. “We will function as the backbone of knowledge. Research will also be a part of the exercise,” says Isaac.

    Perspectrum’s second division is brand communication consultancy. It will target outside as well as existing clients of the Percept Group. Chetan Marwah, who last served as managing director of US-based Tattoo Inc, has been hired as the CEO of this division. He was earlier handling clients like Pepsi, Lipton, Sears and California Pizza Kitchen.

    The project management division, on the other hand, may not require a CEO as it will handle the brand communication strategy for the Percept companies. Both the executives will be reporting to Isaac.

    “With the weight of percept Holdings and 23 independent businesses in the area of communication, Perspectrum will be the first company in the country to truly deliver an integrated marketing communications,” says Isaac.

    Percept has a long list of joint venture companies with partners like Aegis Group of UK and Hakuhodo of Japan.
     

  • Sears, Roebuck & Co. severs 43-year old tie with O&M; consolidates account with Y&R

    MUMBAI: Sears, Roebuck and Co., a wholly owned subsidiary of Sears Holdings Corporation, has decided to move away from its 43-year long creative agency Ogilvy & Mather Worldwide. The company will now be consolidating all advertising for the retailer and its brands under one agency — Young & Rubicam, which is also a member of the WPP Group like O&M.
     
     

    The new arrangement will come into effect from 1 October, 2005 and is designed to deliver a more focused and consistent brand message to customers. The account is pegged at $640 million.
     
     
    The announcement follows agency presentations, during which Sears, Roebuck asked its two principal agencies, Y&R and O&M Worldwide, for proposals to integrate the account and reinvent the collaborative process to enhance value and improve speed to market.
     
     

    “The single-mindedness with which we are pursuing our goal of restoring Sears to preeminence requires a similar focus in our agency partnerships,” said Sears Retail president of merchandising and marketing Luis Padilla.

    “Both firms presented persuasive proposals, but we are in constant pursuit of new approaches to better connect with and profitably serve customers as one company with extensive capabilities,” Padilla added.

    Under a service agreement between Sears and Y&R, the marketing communications agency will have advertising responsibility for the Kenmore, Craftsman and DieHard brands, as well as non-product Sears, Roebuck and Co. advertising. This includes broadcast creative and production, motor sports, multicultural marketing, customer relationship management and thought leadership. The agreement does not cover media planning or buying, which will continue to be with MindShare.

  • Fox ropes in Fremantle’s David Lyle to head Reality Channel

    Fox ropes in Fremantle’s David Lyle to head Reality Channel

    MUMBAI: The man behind American Idol is going to be leading the effort to get Fox television’s upcoming Fox Reality Channel off and running.

    David Lyle will take charge of Fox’s upcoming reality channel in the US. Lyle was previously president of entertainment for FremantleMedia. Lyle will serve as COO and GM of Fox Reality Channel.

    During Lyle’s time at FremantleMedia, he led a team that launched and guided American Idol to three seasons of growth at Fox. Both that programme and others he guided helped to establish new ways of integrating top sponsors like AT&T, Coca-Cola, Ford, Sears and Proctor & Gamble into unscripted production.

    Lyle’s three years atop FremantleMedia resulted in a deep diversification in programming for the company, as he produced primetime network shows and key series for major outlets including MTV, Lifetime, TLC, GSN, Pax TV and the Food Network.

    Fox Reality Channel has set itself the target of premiering in more than 17 million homes in the US next year. Only four new networks in the history of cable or satellite television (FX, Fox News Channel, Animal Planet and National Geographic Channel) have surpassed 20 million homes in their initial year, according to Nielsen data.

    Fox Networks Group president and CEO Tony Vinciquerra said, “Fox Reality Channel is a natural complement to the studios, networks, programme libraries and international operations we have around the globe. David’s skills will prove a tremendous benefit to Fox Reality Channel as it establishes itself as a key destination within the unscripted world.”

    Lyle said, “Great reality shows leave viewers wanting more, and the Fox Reality Channel will provide more current reality favourites, more never-before-seen footage, and more new productions. The Fox Reality Channel will be the place for the huge number of fans of unscripted television for whom too much reality is barely enough.”

    During his 25 year career Lyle has also served as the head of development and acquisitions for the Kerry Packer owned Nine Network, which is based out of Sydney. He was among the first international broadcasters to create local versions of top formats like Who Wants to Be a Millionaire .