Crayons Advertising becomes the first Indian independent agency to join a global network across Europe, Australia and China

Company News

New Delhi, May 25

In the last decade Roncaglia & Wijkander, one of the Italy’s largest agencies, recognized a growing trend for multinational marketers not to use multinational agencies (as they tend to be more rigid and less responsive to client’s needs) but instead, to use local, entrepreneurial, independent and highly creative agencies for their international campaigns. Consequently, Roncaglia & Wijkander established a network of correspondent independent agencies, with an idea of collaborating on client accounts that need international support.

Crayons Advertising Ltd is the first one to walk the talk in India. The agency has joined this global network of Independent agencies, as the exclusive Indian network partner. The network consists of primarily Europe’s largest Independent Agencies. It is a unique concept and a grand initiative by large independent agencies to not only deal with the challenges posed by MNC networks but also surpass them. The Network includes a top-notch independent advertising agency from each country i.e U.K, Italy, Germany, France, Spain, Holland, Greece, Australia, China and now India.  Mr. Armando Roncaglia, Founder and Managing Director of Roncaglia & Wijkander took up the responsibility of screening and choosing the network partners from India and China, the two big potential markets. After a grueling process, Mr. Armando short listed a few independent agencies in India, and later finalized Crayons as the exclusive network partner to carry forward their vision.

The international network of partner agencies includes:

Inghilterra, U.K

Roncaglia & Wijkander, Italy

Serviceplan, Germany

Dufresne Corrigan Scarlett, France

Gap, Spain

Wave Communications, Holland

Solid Group, Greece

BG&A, Australia

Nexxi, China

Crayons Advertising Ltd, India

"With this alliance, Crayons gets the benefits of a multinational network in the developed markets across Europe, Australia and China without losing the characteristics of an independent viz. agility, flexibility, decision-making, quick reaction time and ownership" according to Mr. Kunal Lalani, Managing Director, Crayons Advertising.Being a part of this network has given tremendous strength and much needed global alliance to the agency. Crayons incidentally is the only Indian multinational advertising agency to have offices overseas- Dubai and Kathmandu, apart from a pan-India presence with seven offices across the country. “The benefits are mutual. Now, other network agencies can count on our strong local brand management in India,” says Kunal who went to Italy to sign the Agreement, to be formally inducted into the network. Kunal adds “There are many national clients of these agencies who have plans to enter Indian market and we are working together to advise them on media and marketing strategy.”

Crayons Advertising Ltd handles clients like Kerala Tourism, Kohinoor Basmati Rice, Gulf Oil, Wigan & Leigh College, Kajaria Ceramics, and Incredible India to name a few. The agency closed the last financial year with capitalized billings of over Rs 120 crore.

So, if you want a billboard at London Central, a magazine ad for the women in Italy, a TV commercial with Ricky Ponting in Sydney, a radio spot in Spain or a product launch next to the Great Wall of China, come to Crayons. For, the agency now speaks Italian, German, French, Spanish, Dutch, Greek and Chinese, in addition to English and Hindi.

For more information, please contact:

Ranjan Bakshi 9811423444