afaqs!

McCann Erickson bags the creative mandate for Monte Carlo

By Nandana Das , afaqs!, New Delhi | In Advertising | September 27, 2011
The development is a result of a multi-agency pitch that was initiated in July, this year. The pitch saw the participation of various agencies like Law and Kenneth, and Leo Burnett, to name a few.

McCann Erickson has recently won the creative mandate for Monte Carlo. The account size is approximately estimated to be Rs 20 crore.

Reliable sources in the industry have confirmed the development to afaqs!.

The development is a result of a multi-agency pitch that was initiated in mid-July, this year. The pitch saw the participation of various agencies like Law and Kenneth, and Leo Burnett, amongst others.

There will be no change in Monte Carlo's positioning. The brand is expected to carry on with their previous tagline, 'It's the way you make me feel'. The new agency is expected to carry out a different kind of execution on the same thought.

The group intends to start some aggressive communication exercises through various above the line (ATL) communication such as print, electronic and out of home (OOH) advertising, as well as some rigorous below the line (BTL) activities.

The incumbent agency for the account was Bates 141. Before Bates 141, JWT handled Monte Carlo for almost 15 years. In between, McCann Erickson handled it for two months.

For the record, Monte Carlo is one of the brands of Oswal Woollen Mills, a part of the Rs 2,500 crore Nahar Group. The Nahar Group is an industrial conglomerate with a diversified portfolio, which includes spinning, knitting, fabric processing, hosiery garments and knitwear. Besides Monte Carlo, the group owns the knitwear brand Canterbury, as well.

Monte Carlo is available in exclusive brand outlets (EBO), multi-brand outlets (MBO), and factory outlets.

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