Dentsu Marcom wins Park Avenue biz

Dentsu Marcom, Mumbai, has just won the creative and media duties of Park Avenue, the formal ready-to-wear brand from Raymond. The business, valued at Rs 10-12 crore, was won in a multi-agency pitch with Dentsu Marcom contesting with Leo Burnett in the final round.

The Park Avenue account moves from Ambience Publicis. However, two of Raymond's relaxed ready-to-wear brand, Parx and premium brand, Manzoni continue to be with Ambience. And, as for the flagship brand Raymond, it remains with RK Swamy/BBDO.

Needless to say, the agency is very excited about the development. “We are delighted to win the Park Avenue brand by Raymond. The task of enhancing the market leadership of Park Avenue is very interesting and engaging,” says Rajesh Aggarwal, executive director, Dentsu Marcom.

Reaching the fashion-conscious consumer, who today is surrounded by a multitude of ready-to-wear brands, is indeed, a challenge. In such a scenario, the brand objective is to occupy an enviable position in the minds of the TG.

Spelling out the task ahead for the agency, Ravpreet Ganesh, director, strategic initiatives, Dentsu Marcom, says, “The Indian ready-to- wear market for gentlemen has expanded many folds in the last one decade. The Park Avenue advantage is its unique reach through 300 Raymond Stores, which is today being supplemented by exclusive outlets.”

“Since Park Avenue offers a large canvas of choice for clothing to suit all occasions and all work and social situations, we have been asked to communicate the all-encompassing appeal of the brand,” she adds.

Equally important for the growth of the brand, feels the company, is giving the right retail experience to its customers. Raymond had opened the first exclusive store for Park Avenue in January this year. There are plans to launch six such exclusive Park Avenue stores across the country by the year-end in Mumbai, Delhi, Bangalore and Chennai.

Besides offering an entire range of Park Avenue apparel, the stores would also stock accessories such as neckties, wallets and belts.

With this win, Dentsu Marcom, Mumbai, has three big accounts; the other two being Tata Corporate and HDFC Standard Life. The agency has recently shifted to a swanky Tardeo office.

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