McCann Erickson has won the creative duties for Park Avenue's apparel range. The agency's Mumbai branch will handle the business.
The win is the result of a multi-agency pitch. The brand had initiated the process in Mumbai a few months ago.
The incumbent creative agency on the account is Bates. The mandate for the brand's grooming range lies with Publicis Ambience.
In 1986, Raymond introduced Park Avenue to offer men 'Complete Wardrobe Dressing Solutions'. The name was influenced by an elite high street in Manhattan. The brand has been positioned as one of the most prestigious brands in Raymond's apparel portfolio. Today, Park Avenue is among India's leading men's readymade garment brands. The company launched a women's range in 2007 to cater to the need gap in the women's western formal wear space.
R K Swamy BBDO currently handles the creative duties for Raymond. Early last year, TBWA Mumbai was added to Raymond's creative roster.
In the first week of December 2010, afaqs! reported that following a review of media agencies, Raymond had consolidated all its media planning and buying with the R K Swamy Media Group, comprising Media Direction, Digital Direction, Hansa Media Services and Hansa Outdoor. The agency now handles the media duties for Raymond, Park Avenue, Parx, ColorPlus, J K Helene Curtis and J K Ansell. Earlier, the agency held the media mandate only for the Raymond brand; the media duties for all the other brands were handled by Starcom MediaVest and Dentsu Media.