JWT has bagged the creative mandate for Multi Commodities Exchange of India (MCX), an independent multi-commodity exchange based in India that was established in 2003.
The win comes on the back of a closely fought multi-agency pitch in which several leading ad agencies participated.
The incumbent creative agency on the account is Lowe Lintas & Partners; the agency had won the mandate in 2007 after a pitch process. Prior to Lowe, MCX didn't have an ad agency and occasionally turned to its in-house marketing department for need-based BTL (below the line) work.
Though the brand is targeted at professionals in the trade business, the upcoming communication is slated to be B2C, claim sources.
For JWT, the MCX win comes close on the heels of winning the creative mandate for the soon-to-be-launched premium coffee chain Starbucks in India.