Temple Advertising wins creative mandate for Pearson Education Services

By Biprorshee Das , afaqs!, Mumbai | In Advertising | July 25, 2011
The Bengaluru-based creative hot shop won the account after a multi-agency pitch that was called about two months ago.

After a 60-day hunt for an advertising partner, Pearson Education Services has awarded its creative mandate to the Bengaluru-based creative hot shop, Temple Advertising. About five-six agencies pitched for the business, and eventually, four agencies were shortlisted.

Confirming the development, Naveen Raman, head, marketing communications, Pearson Education Services, says, "It was not easy shortlisting agencies from such a vast talent pool, but it was the different approach that Temple Advertising had towards our brand that led us to partner with it."

Pearson Education Services is a 100 per cent subsidiary of TutorVista, one of the world's largest online tutoring companies, while the mother company Pearson, holds 80 per cent of TutorVista's shares.

The company has offerings in three business verticals -- Edurite DigiClass, the information and communication technology solutions vertical that offers multimedia-based digital classrooms, Pearson Schools, which manages, operates and builds high-quality schools across the country, and Edurite Learning Centres, which offer technology-aided coaching classes and test preparation services for various entrance (CET, AIEEE, IIT-JEE, AIPMT) and school/board (State Board, CBSE, ICSE) exams. Temple Advertising will handle the communication needs of all three verticals.

Raman adds, "It is a rather B2B scenario. There has not been much of advertising in this space. It has mostly been a sales push driving business. The category is nascent and the penetration has not been much. However, we expect the category to grow fast and want to create a mark for ourselves as a brand. The coming season will be very critical for us. The focus will be on taking brand Edurite to the next level."

He says that the company decided to go ahead with a hot shop rather than a larger agency since it is a specialised category; Pearson was looking for an agency that would understand the business well and be hands-on in partnering the brand in the long run.

Commenting on the win, Srikanth V S, director, Temple Advertising, says, "We are very happy to partner with the world leader in education. The category gives us a lot of scope for innovation."

Manmohan Anchan, creative head, Temple Advertising says, "Joining hands with a strong brand gives us a lot of creative possibilities."

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