Grey Worldwide bags Genpact account

By , agencyfaqs! | In Advertising | December 15, 2005
The agency will focus on building the brand equity and also convey the right communication to attract talent for Genpact

Grey Worldwide

has won the creative and media duties for Genpact. The account is quoted to be worth millions of dollars.

Confirming this development, David Jensen, senior vice-president, communications and investor relations, Genpact, says, "We chose to go with Grey because we share a long, fruitful association with the agency. We felt that the creative team was in sync with our goal and objectives and it was a perfect match for us. In addition, the agency understood the Indian market very well, which definitely helps us in delivering according to our needs."

Genpact, which was earlier known as GECIS, started as GE's BPO in India. Later, it sold 60 per cent of its stake to private equity firms General Atlantic and Oak Hill Capital Partners. It was later rechristened Genpact and it diversified to take on non-GE business for back-office operations.

Ashutosh Khanna, chief operating officer, Grey Worldwide, says, "We will focus on both print and television for the communication vehicle."

He adds, "It will be a two-pronged communication. The first objective is to build the right kind of communication for getting better human resources. The second challenge will be to build equity for the brand and position Genpact as a responsible offshore business process outsourcing unit among international clients."

Grey Worldwide will provide complete communications solutions to all of its global operations, which includes the United States, Mexico, China, Hungary and Romania, apart from India.

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