Scarecrow to handle creative mandate of three international brands

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | April 30, 2014
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Scarecrow Communications, Mumbai will design campaigns for Kenneth Cole, Steve Madden and Quiksilver.

Scarecrow Communications, Mumbai has been appointed as the creative agency to handle three global fashion and lifestyle brands - Kenneth Cole, Steve Madden and Quiksilver. The accounts were awarded to the agency without any pitch process. All the three brands have entered India through a joint venture with Reliance Brands.

Manish Bhatt

Speaking on the win, Manish Bhatt, founder-director, Scarecrow Communications, says, "What makes this triple acquisition really exciting is the fact that while all three brands are iconic, each has a unique tone of voice. They all have done some really brave, clutter-breaking work, globally. It's indeed a privilege to work on brands with such great legacy."

Kavita Khiara , marketing head for Steve Madden and Kenneth Cole, adds, "Increasingly fashion consumers expect from the brands that they adorn the same tonality that is the signature to its clothing and accessories; bringing in a freshness and yet carrying forward the soul of the brand is a communication challenge that we see the team at Scarecrow well adept at handling."

Sarvesh Raikar, senior creative director, Scarecrow Communications, states, "Fashion advertising has really evolved, globally. We have seen apparel catalogues sold as music albums! Not just ATL and digital but even retail and promo-led communication offers huge scope for innovations today."

Kenneth Cole, the American fashion house founded in 1982, is known globally for its upmarket collections and thought-provoking, hard-hitting campaigns, often revolving around social issues.

Quiksilver, founded in 1969, is a California-based company and the world's largest manufacturer of surf wear and other board sport-related equipment.

Steve Madden is a New York-based footwear and accessories brand which has presence in over 55 countries.

With fully functional offices in Mumbai and Delhi, Scarecrow Communications handles clients across cosmetics, finance, media, FMCG, real estate, dotcoms and other categories. The agency was named Agency of the Year at Mirchi Kaan Awards held on April 17.

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