Philips India account, which has been handled by The Media Edge for the last seven years, has now moved to Media Direction. The development is the result of a self-initiated pitch, the strategy adopted by Media Direction; the agency approached the brand owners and made a presentation in an attempt to bag the business.
In the past, Media Direction has bagged the businesses of RICOH, Pedigree and Skyline Construction and Housing using a similar approach. This time, too, Media Direction approached Godfrey Philips India proactively with a strategic, long-term proposition. After the requisite evaluation, Godfrey Philips appointed Media Direction its agency of record.
Media Direction plans to initiate innovations in the corporate social responsibility (CSR) arena by taking Godfrey Philips' bravery awards concept and communication forward, with the simultaneous intention of building consumer brands in the long run.
"We want bravery to be seen in a certain light and that is what we will aim at," says S Yesudas, COO, Media Direction.
Godfrey Philips recently initiated a communication to make the country's youth aware of bravery. It has roped in actor Preity Zinta as its brand ambassador.
Nita Kapoor, executive V-P, marketing and corporate affairs, says, "We believe Media Direction will play a crucial role in the brand's development in addition to its media deliverables."
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