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Contract wins creative duties of Acer

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | January 21, 2014
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The agency's Bengaluru office will handle all of Acer's businesses across categories.

Contract

Harish Kohli

Rana Barua

Acer, one of the leading PC and laptop manufacturers, has appointed Contract Advertising to take care of its creative mandate. The agency, which won the business after a multi-agency pitch process, will service Acer from its Bengaluru office.

The incumbent agency on the business was BBH, which won it in 2012. Earlier, Dentsu Communications was handling the brand since 2007.

Under the mandate, Contract will create campaigns that will enable the brand attain top-of-mind recall and conceptualise ideas for TV, print, radio, digital and out-of-home media. The agency will look after all the company's products across categories.

Harish K Kohli, managing director, Acer India, says, "In Contract, we have found an agency that can resonate the ethos and values of the Acer brand. As our new creative partners, we are confident they will help us execute our goal of moving towards a new strategic direction highlighting a new innovative design philosophy, industry-redefining products with cutting edge technology and well planned market expansion."

Kohli adds that Contract's strong creative capabilities, planning strength and varied experience gave the team a deep understanding of the market, including the brand's opportunities and challenges.

Rana Barua, COO, Contract India, says that Acer is a prestigious brand win for the agency. He believes that the agency's integrated approach gave it an edge over other agencies competing for the business. Since the category is dynamic, highly competitive and going through a paradigm shift, it will be challenging to work with the category, he adds.

For the record, the agency has also won businesses such as Sugar Free, Provogue Deodorants and UTI Mutual Funds.

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