McCann Delhi wins creative duties for Greenply

Greenply wanted a fresh thinking going into the brand which is why the need for a new agency. Besides, it also wanted an agency that was strong in planning and execution

Greenply Industries Limited (GIL) has shifted the creative duties of its decorative division, from Grey to McCann, Delhi. The agency will now look after the company's flagship brands, Greenlam (decorative laminates) and Green Decowood (decorative veneers). This marks the first account win of the year for McCann Delhi.

Confirming the win, Debashis Paul, senior vice-president and general manager, McCann Delhi says, "There was no formal pitch involved. The appointment has been made based on our credentials and experience of bringing out successful campaigns in the past. As we work on the account, our aim would be to create a strong brand connect among end consumers, as well as certain influencers and professionals, like architects and engineers."

McCann Delhi wins creative duties for Greenply

When asked about the reasons for switching agencies, Alex Joseph, vice-president, marketing and communication international business, Greenply says, "We wanted to have some fresh thinking going into the brand. Furthermore, we have major expansion and growth targets for the coming years. We wanted an agency that is strong on the planning as well as the execution front. We feel McCann could meet our requirements and help us sail through the rough tide."

Although Greenply is yet to finalise its advertising budget for the year, Joseph confirms that it would be in the region of Rs 8-10 crore.

For the record, there are three verticals in GIL -- ply division, comprising plywood and block board; EPD division or engineered panel division (MDF); and decorative division (laminate and veneer products), which handles surfacing décor products. The creative duties for the first two divisions are handled by Lowe; and McCann, Delhi would now take charge of the creative duties of the third division. The media duties for GIL are handled by Alliance.

GIL has a track record of being a profit-making, dividend-paying company over the last decade, with 61 per cent CAGR growth in bottom-line over the last five years up to 2007-08. It presently has 18 per cent market share in the organized segment. However, the company is on an expansion spree and expects to grow by 100 per cent in the international market in the coming fiscal, and about 25-30 per cent in the domestic market.

"Currently, Greenlam is present in over 65 countries. We intend to increase our presence to 100+ countries in the coming year," says Joseph.

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