Consulting, an international IT services company, has awarded both its advertising and media duties to Euro RSCG, Bangalore.
Earlier, a local agency used to handle the advertising duties for MindTree, but now, according to a senior spokesperson there, MindTree feels the need to advertise and build its image.
The size of the account is estimated to be more than Rs 7 crore. MindTree executives say that the account was awarded to Euro because of that agency's keen understanding of the business. Subroto Bagchi, chief operating officer, MindTree, says, "It was Euro's values and competence and keen eye for minute details that qualified it to revamp our brand and take it to a new pedestal over the next five years."
MindTree is planning a thorough brand-building exercise, following a huge growth in revenue of over $100 million in a span of six years.
Although Euro RSCG, Bangalore, has bagged the account, the 'integrated communication' activity will involve Euro RSCG 4D and MPG, its marketing and media arm.
The agency is looking at an unconventional media mix such as people network, word of mouth, etc., apart from certain innovative media.
"We want to position MindTree as a different company because of what it has achieved over time. There is definitely going to be brand building and new positioning," says Sanjoy Gupta, director - South, Euro RSCG.
In the past, Euro has worked on numerous IT clients such as Intel, Dell Computers, Microsoft and MSN.
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