JWT wins Century Plyboards account

By , agencyfaqs! | In | October 29, 2004
The account was won in a three-way pitch that included Bates and Rediffusion in the fray

J.Walter Thompson (JWT), Kolkata has been awarded with the creative duties of Century Plyboards. JWT won the account in a three-way pitch that involved Bates and Rediffusion.

The agency executives did not disclose the size of the business.

For JWT Kolkata office, the Century Plyboards account is special. Says an excited M.S. Balaji, senior vice-president and general manager, JWT Kolkata, "It is an immensely satisfying win. Our presentation demonstrated a fine understanding of the category and consumer backed with refreshingly different creative ideas. This and the quality of our team deeply impressed the client. We will now get started on taking the Century brand to greater heights."

The company too found the agency's brand approach refreshing. "Century was looking for a strong and responsive partner in its endeavour to grow rapidly and we found JWT's approach and effort most stimulating," informs Sanjay Agarwal, deputy managing director, Century Plyboards.

Century Plyboard is India's largest selling brand of plywood. Set up in 1986, Century manufactures the entire range of commercial, marine, concrete, shuttering and decorative plywood. The mandate for JWT is to translate the brand's position as a market leader into a 'leadership' in the mind of the consumer.

"The brand already enjoys a premier position in terms of sales. Our task is to make the consumers realise this, and ensure a top-of-mind position," Balaji said. To that end, the agency would be employing a 360-degree communication approach that will encompass main-line media and below-the-line activities.

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