This calendar year (2003) has been a rewarding experience for the Delhi branch of Enterprise Nexus. The best news for the branch is probably the consolidation of the Opel brand portfolio from General Motors India (GMI). With the new accounts in its kitty, the agency hopes to close its books this year with billings worth Rs 50 crore just from GMI alone, which is about 50 per cent of the total billings of the Delhi branch - at Rs 100 crore.
No wonder Alok Agrawal, branch head, Enterprise Nexus, is upbeat about the coming year. "We have clocked a growth of about 150 per cent over last year (2002). Our objective is pretty simple: To create significant advertising. We have a strong infrastructure in place and a great team. We should be making Rs 130 crore in the calendar year 2004."
The agency's optimism stems from the fact that it has won Rs 20-crore worth of additional business from GMI recently. According to sources close to agencyfaqs!, Enterprise Nexus has picked up the creative duties for a soon-to-be launched multi-utility vehicle (MUV) from GMI in a three-way pitch fought by Enterprise Nexus, McCann-Erickson and Dhar & Hoon. With this win, the agency now has Opel Astra, Vectra, Corsa, Chevrolet Forester (SUV), Chevrolet Optra and Swing, in addition to the new MUV from GMI. For the record, the media duties for the entire GMI portfolio remain with Universal McCann. Incidentally, McCann-Erickson is GMI's agency in the Asia Pacific region.
While the vehicle is slated for launch early next year, the communication strategy for the new MUV is being thrashed out right now. Industry sources say it is likely to be the Isuzu Panther, which would be launched under the Chevrolet brand.
The other new account won by the agency is DLF, which it grabbed in a two-way pitch against Rediffusion DY&R. The size of the business is estimated at Rs 6 crore. The focus of the Rs 1,000-crore DLF Group is corporate brand building in addition to plain project advertising.
To that effect, the task for the agency is to conceive an integrated communication package. Besides print, the agency would also look at events and direct marketing in promoting the brand. Meanwhile, the DLF group has launched a monthly magazine, DLF City News. Priced at Rs 5, the magazine covers the latest developments in DLF City and Gurgaon (Haryana). © 2003 agencyfaqs!First Published : December 11, 2003