Ashwini Gangal

ideas@work retains Reid & Taylor account

The brand had called for a creative pitch in November 2010; it was looking for fresh perspectives.

The creative mandate for the luxury suiting brand Reid & Taylor, a subsidiary of S Kumars Nationwide Ltd (SKNL), has been retained by the Mumbai-based boutique agency ideas@work. The agency is the brainchild of co-founders and creative directors Zarvan Patel and Prashant Godbole.

The agency has been handling the account for the past three years. Earlier, Focus Communication was handling the creative duties for the brand.

ideas@work retains Reid & Taylor account
Neither the authorities at Reid & Taylor, nor the team at the agency was available for comment at the time of filing this report. afaqs! has, however, learnt about the development from reliable professionals in the industry. The agency was informed about the development a couple of days ago. Godbole says, "For us at ideas@work, it has been business as usual."

It may be recalled that during the last week of November 2010, afaqs! had reported that the brand was scouting for a new creative partner. Apparently, the brand was looking for some fresh perspectives for communicating the Reid & Taylor brand and all that it stands for.

ideas@work retains Reid & Taylor account
For the record, brand Reid & Taylor is the result of a partnership between Scottish entrepreneur Alexander Reid and financer Joseph Taylor, which dates back to the 1830s. It was launched in India by SKNL in 1998. The apparel range includes formal and casual daywear, suits, jackets, trousers, shirts, ties, accessories, T-shirts, jeans, and weekend wear.

Iconic Bollywood actor Amitabh Bachchan has been endorsing the brand since 2003. The association has aided the brand's reach beyond metros, and has brought the Tier 2 and Tier 3 consumers closer to the brand. The brand has also been associated with former James Bond actor Pierce Brosnan, which led to its tagline, 'Bond with the Best'.

Other prominent brands under the SKNL umbrella include mass menswear brand Belmonte, range of home textiles Carmichael House, prestige clothing brand Stephens Brothers, and value clothing brand World Player.

The creative mandate for World Player moved from Law & Kenneth to Cartwheel Creative last month. It is noteworthy that the parent group is also scouting for a creative partner for Belmonte; pitch results for the same are awaited.

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