has won the media duties for RICOH India following a pitch held about 20 days ago. The incumbent agency was Starcom, which handled the business for a year.
The size of the business is more than Rs 8 crore.
S Yesudas, COO, Media Direction, tells agencyfaqs! that in its presentation, Media Direction presented RICOH India with a clear strategy that would make a sure difference to the emerging brand as compared to market leader Xerox.
"What we liked about Media Direction was that it looked beyond just ad placements and proposed a lot of value additions and detailed analysis," states TK Nandy, associate vice-president, marketing, RICOH India.
Yesudas explains, "Our proposition was focused on how to help RICOH emerge as a winner, defeating Xerox, which, today, is almost generic to the category and not just a big brand."
Yesudas adds that Media Direction's objective would be to provide strategic solutions to communicate to the appropriate segment in the most effective and cost-optimal way, using an integrated approach.
Talking about the media mix, Yesudas says Media Direction will certainly implement an all-round marketing communication, exploiting all possible touch points and innovations. "For instance," he says, "we won't use television passively by airing a commercial, but will come up with an interesting idea within the medium."
Nandy says that for now, RICOH will work towards building a strong brand image, maintain it and gain as much visibility and trust from its customers as possible.
© 2006 agencyfaqs!