Global investment management organisation Franklin Templeton Investments (India) has decided to retain its incumbent creative agency, M&C Saatchi.
Earlier this year, the brand authorities had called for a creative pitch. In fact, after the initial credential-seeking phase, a few leading agencies were given creative briefs to work on. However, after several months of waiting, the team has decided to retain its current agency.
It is learnt that the brand's upcoming communication will be more tactical, activation-led and strong on the digital (particularly social media) front.
M&C Saatchi has been working on the creative mandate for this account since 2008. The agency had won the Franklin Templeton business in a multi-agency pitch at the time, before which Rediffusion-Y&R handled the brand's advertising for two-and-a-half years.
Even earlier, Contract Advertising took care of the brand's creative duties for four years, and before that Fortune Communications did so for five years.
In 2011, the brand released some ad films that were hinged on the premise that people do little things on a daily basis to show how much they care for their loved ones. The point was to promote the brand's family solutions offering by positioning it as one that understood this sentiment of caring for one's family.
Headquartered in California, Franklin Templeton has offices in 29 countries around the world. Globally, the company offers investment products under the brand names Franklin, Templeton, Mutual Series, and Fiduciary.
Maxus currently handles the media planning/buying mandate for the account.