Latitude23 Communications makes steady progress

Latitude23 has seen a lot of action ever since its launch some two months ago. Set up by ex-Rediffusion DY&R hands Nitin Adake and Naresh Kumar Sharma, the agency has a three-stage growth plan up its sleeve.

Naresh Kumar Sharma, executive director of Latitude23, explains, “In the first stage, we are looking at garnering brands wherein we will offer our design expertise to our clients. The focus will be on acquiring reputed brands. But in the second phase, we will look at generating revenues, which is not our main focus in the first stage. As revenues start flowing in, we will also get into providing a holistic communication package that will include design, creative and PR/event.”

He adds, “In the third and final stage, we will be doing a brand churn wherein we will be doing away with brands that don’t offer us opportunities for growth.”

In keeping with its growth plan, the agency has added to its kitty some new businesses which total up to Rs 5.5 crore. They have won a complete communication package for Lotto. Sharma says, “We are repositioning Lotto, which is primarily perceived to be for women. We are looking at positioning the brand as a fashion and style accessory. With tennis sensation Sania Mirza endorsing the brand, we are also looking at broad-basing our clientele, which will include men and also those who see it as a fashion statement.” The agency has recently concluded a fashion shoot with Sania Mirza.

Lotto has re-worked its availability as well: Where earlier it was available at shops selling Nike and Reebok, now it is also available at shops that sell Action and Lakhani shoes. The idea is to make the brand available at both ends of the spectrum. The communication for Lotto will be print heavy; several PR initiatives will also be undertaken.

The agency has won the communication duties for Disney Shoes and Tommy Hilfiger (shoes and apparel). The work for both brands will be design oriented. Jewellery store Mehrasons is also in its kitty, won after a multi-agency pitch. Sharma informs us that for Mehrasons, which is a popular destination for wedding jewellery shopping, they have worked out a two-pronged strategy wherein, while holding on to existing customers, they will also work to win the younger segment. The communication line that the agency will follow for the store will be, ‘Trusted for Generations, Now for a New Generation’.

Another client in Latitude23’s kitty is the Rinku Sobti Boutique, which is a niche designer outlet of international repute catering to NRIs and India’s who’s who. The communication for the boutique will be based as international Indian wear.

For IBS (Interactive Business Solutions), a BPO moving to being a KPO, the task cut out for the agency is to get into brand building.

Besides new businesses, the agency has got one of its works (conceived by Gurdish Kaur Padam and Nitin Adake) to the finals in One Show. The calendar, which is made of recycled paper, has dates on all four sides and so can be hung from any side. It was entered in the Self-Promotion category.

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