Fila hires Rediffusion-Wunderman as digital AoR

The shoes and apparel brand plans to spend 60 per cent of its ad budget online in this financial year

Rediffusion-Wunderman, the direct marketing arm of Rediffusion Y&R, has bagged the digital duties of Italian footwear and apparel brand, Fila. The business was awarded to the agency a few days ago without a pitch process.

Fila hires Rediffusion-Wunderman as digital AoR

Fila, which recently set up its office in India, has for the first time hired an agency for digital marketing in India. "The company will spend up to 60 per cent of its total advertising budget this financial year on the digital medium," reveals a spokesperson of Fila. Digital marketing will be employed to create buzz and awareness about Fila's products.

The company has no plans to launch a TV commercial, though some below-the-line marketing activities are on the cards.

Speaking to afaqs!, Roy Menezes, creative director, Rediffusion-Wunderman, says, "To begin with, Rediffusion-Wunderman will create a website for the Fila brand, which will act as a permanent online destination for it. The website will showcase products and will also have an online shopping facility."

Menezes adds that there are plans to create social media presence for Fila as well. "We will create five-six Facebook applications for Fila, launch various contests on social media sites and manage social media conversations related to the brand," he explains.

Some of the other clients handled by Rediffusion-Wunderman are Tata Motors, Kingfisher Airlines, Airtel, Birla Sun Life Insurance, Esprit, Accenture, TVS, ITBC, Allen Solly, Home Town and Which Right Choice.

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