‘rmg david’s rebranding is more than just a name change’: Josy Paul

It has been in the pipeline for the last eight months, and is soon going to reach a conclusion. On October 17, rmg david will rebrand itself with a new name and a new identity, in addition to some other key changes. According to informed industry sources, rmg david will drop the ‘rmg’ and become just ‘David’.

Josy Paul, national chairman, rmg david, confirms that this rebranding will help them expand into the Asia Pacific market. He says, “For our agency, such a geographical presence requires a unified identity across all the markets. Therefore, the need for this rebranding.”

The rmg david culture has always been about ‘Growing without growing up’, which implies keeping the child in oneself alive. Will that change with the rebranding?

“The spirit of playfulness – a childlike attitude – is what underlines the rmg david culture. That is the philosophy of the davids, and that will not change,” Paul explains.

Interestingly, a number of agencies have been rebranding themselves recently. Paul remarks, “We don’t believe in rebranding just for the sake of rebranding. Believe me, this is not simply a name change. The new identity is an indigenous idea that we will unveil soon.”

The invitation for the event is in the form of a bus ticket, and the event will take place on a bus in Mumbai.

Paul elaborates, “Ad agencies generally announce such things in a five-star hotel. No agency in the history of ad agencies has rebranded itself atop a bus. Our aim is to connect with the real India. The common man travels by trains and buses, and that is the spirit we aim to capture.”

For the record, rmg david is a WPP Group-owned agency, which was started five years ago in India. It currently has offices in Mumbai, Delhi, Chennai and Hyderabad.

© 2005 agencyfaqs!