Raymond confirms move of textile biz to R K Swamy/BBDO

Raymond India has confirmed the movement of its textile account from Enterprise Nexus to R K Swamy/BBDO, but has denied any other change in its agency portfolio

Raymond India has confirmed the movement of the Raymond textile account from Enterprise Nexus to R K Swamy/BBDO. In a letter to agencyfaqs! the company's spokesperson says, "(sic) Raymond Textile division's advertising account has been awarded to R K Swamy/BBDO. This was being handled by Enterprise Nexus."

The letter also scotches media reports that the Raymond account has been ‘split' between R K Swamy, Contract Advertising and Leo Burnett along ‘corporate advertising' and ‘retail advertising' lines, and that the Parx business is moving to Leo Burnett. "As far as all other brand advertising accounts are concerned, there is no change," reads the letter. For the record, Ambience D'Arcy Advertising handles the advertising for both Park Avenue and Parx.

agencyfaqs! also spoke to Sangeetha Shetty, executive vice-president, R K Swamy/BBDO, who had this to say: "People are very confused about the Raymond brand. There is talk about ‘corporate' and ‘retail' and what not. Basically, there is the Raymond textile/suiting brand (which includes The Lineage Collection, Teral et cetera), and the apparel brands (Park Avenue and Parx). We have won the Raymond textiles part of the business."

Shetty is obviously very excited about the Rs 35-crore win. "Just like all the other agencies, we had been invited to make presentations on the brand some four-five months ago," she says. "I am really thrilled that they have reached a decision to work with us. Raymond is a brilliant company and a great brand."

She does not reveal much about what the agency's plans are vis-à-vis the advertising for the brand. "We have to schedule our meetings now," she says. She does, however, admit that now comes the tough part. "Now that we have won the business, we have to match up to the caliber of Raymond's work. But I'm sure we'll do it," she adds confidently.

R K Swamy does have quite a challenge on its hands. Starting from the ‘You don't have to be a Raymonds' man… but it helps' campaign (which featured ‘offbeat' celebrities like Vishwanathan Anand, Geet Sethi and Shyam Kothari) to a culmination in ‘The Complete Man', the advertising for the brand has evolved brilliantly over the past ten years. And next to everyone acknowledges that ex-incumbent Enterprise has played a huge role in brand building.

For its part, Enterprise doesn't seem to be taking the loss too much to heart. "It is quite unfortunate," admits Anil Sanjivan, executive director, Enterprise Nexus. "We were all so closely involved in the building of the brand. But that's the way it is." However, Sanjivan is quick to put doubts about Enterprise's health to rest. "For our Mumbai office, I am targeting a 40-per cent growth to the bottomline in 2002 - even without Raymond," he says. "And we have been very aggressive on the new business front. We have recently picked up business from Shaw Wallace, Desai Brothers and Godrej (Godrej Locks). This has given us an additional billing of some Rs 20 crore. Plus our Bangalore office has MetLife (Insurance), which is alone worth about Rs 15 crore. Delhi has won Xerox… Raymond's loss won't impact us in a major way.

He also raises an interesting point about life after Raymond. "People know that we have built that brand over 10 years. They know how good we are. Raymond's loss opens the window of opportunity. Now more suiting, shirting and apparel brands can talk to us… and we to them." Interestingly, Sanjivan does not offer any reasons for Enterprise losing the account.

Neither does Raymond. © 2002 agencyfaqs!