afaqs!

Leo Burnett loses Standard Furukawa to Equus

By , agencyfaqs! | In | November 22, 2000
Riding on a new high, Equus Advertising has won the advertising account of Standard Furukawa, ending the battery brand's decade-long association with Leo Burnett

agencyfaqs! News Bureau
NEW DELHI, November 22

In what is perhaps one of the most surprising - and least known - account realignments in recent times, Leo Burnett has lost the advertising account of automotive battery brand Standard Furukawa to Equus Advertising. The account, which is estimated to be worth Rs 4-5 crore, was entrusted to Equus some three months ago!

According to Swapan Seth, deputy chief executive officer, Equus Advertising, the entire Standard Furukawa business moved to the agency following a multi-level pitch. He adds that Equus was the only agency that was invited for the pitch.

Leo Burnett had been handling the account for over a decade, and, to quote Swapan, "…they did a very fine job of it." Swapan, however, has an explanation as to why the account came Equus' way. "I think Standard Furukawa required the kind of outflanking communication that Equus is capable of. I think they were also appreciative of the enthusiasm."

Although Swapan declined to comment on what communication strategy Equus is likely to employ, he did say that the challenge for the agency lies in recreating greater preference for the brand. Excitement is running high within the agency. "Exide is a first-class business and Standard Furukawa, as a brand, is a fighter," says Swapan. "Equus is elated to be associated with it. Personally, it is a huge win."

Incidentally, this is the third big account Equus has wrested from top-bracket agencies - the other two being the Rs 8-crore Indian Express Group account from O&M, and the Rs 11-crore Spectranet account from Bates India.

© 2000 agencyfaqs!