DLF appoints four creative agencies in its roster

While retaining Percept H, DLF has added FCB-Ulka, Capital Advertising and Lintas Personal. These agencies will handle the creative business of the group and help reposition it as a national real estate brand

DLF, the Delhi-based real estate major, now plans to go national. Towards this end, it has added three creative agencies – FCB-Ulka, Capital Advertising and Lintas Personal – to its roster, while retaining the incumbent agency, Percept H. The four agencies will handle different projects for the company. Media duties will be handled by Percept Media, sources close to the development have told agencyfaqs!

DLF appoints four creative agencies in its roster

When DLF started reviewing its creative and media duties in October 2006, seven agencies participated in the pitch. The company has allocated a media budget of Rs 25 crore, and this could increase in the future. The four agencies have been awarded business for one year, after which the creative and media duties will be reviewed. It is learnt that the company had given the agencies a brief to reposition DLF as a national brand and as a real estate company with innovative excellence and size.

DLF plans to start housing projects across the country as it successfully did in Gurgaon (Haryana), a suburb of the national Capital. The company also plans to get into SEZs and hotels across the country. The real estate giant has also filed a prospectus to enter the capital market through an IPO to raise about Rs 13, 600 crore.

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