afaqs!

Murugappa Group looks for creative partner for corporate duties

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | March 23, 2011
The incumbent on the account is JWT Chennai.

Murugappa Group is looking for a creative agency for its corporate brand. The pitch process was initiated around ten days back. Sources close to the development have confirmed the same to afaqs!.

The incumbent on the Murugappa Group's corporate account is JWT Chennai. The agency had created a brand campaign last year announcing the re-branding and a logo change. Lopez Design crafted the new, red logo at the time.

The first round of the pitch is over and agencies such as JWT, Ogilvy India, Rediffusion Y&R, RK Swamy BBDO, Hakuhodo Percept and Interface Communications (DraftFCB Ulka's second agency) had participated in the pitch. All these agencies have worked on this account in the recent past.

RK Swamy BBDO has worked on brand Roca, Ogilvy has worked on Parryware, JWT has handled TI Cycles and Murugappa's corporate brand, Hakuhodo Percept has worked on BSA Motors (eScooter category), Rediffusion Y&R has handled the creative duties for Cholamandalam Insurance, and DraftFCB Ulka has worked on Cholamandalam Finance.

The agencies that have been shortlisted for the second round include JWT, Rediffusion Y&R, RK Swamy BBDO and Interface Communications.

While the first round was strategy-led, the second one is slated to be creative-led.

The Murugappa Group does not have a media agency of record for its corporate brand. It is in the process of finalising a creative agency, after which a media agency will be selected.

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