Cogmat to handle social media duties of InterContinental hotel

By Nisha Menon , afaqs!, Mumbai | In Digital | June 13, 2012
The agency's mandate will be to tap the social media platform and manage online reputation of the brand.

Mumbai's luxury hotel InterContinental Marine Drive has appointed digital agency Cogmat to handle its social media duties. This is the first time that the brand has got a digital agency on board to drive the brand message on social media. No pitch was held for this account. The brand spends close to 10 per cent of its total marketing spends on the digital medium.


Confirming the news to afaqs!, Yazad Marfatia, director, sales and marketing, InterContinental Marine Drive, says, "Though we did not invite a formal pitch, we did meet up with a few agencies before finalising on Cogmat for our social media and online reputation management activities."

As part of the mandate, Cogmat will revive the existent properties on social networking platforms such as Facebook and Twitter with a new approach and creative. Besides social media, online reputation management using industry-relevant websites such as Tripadvisor, Zomato, Burrp and Lonely Planet to answer guest queries and suggestions will also be initiated.

For the record, Cogmat is a digital media agency based in Mumbai and Hong Kong. It works with companies from industry verticals like education, luxury hospitality, financial services, FMCG and retail. Its clients include Oxemberg, Eurokids, Welingkar Group of Institutes and Mufti, among others.

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