Rediffusion to launch design cell; wins Rs 25-crore new business

The Delhi branch of Rediffusion DY&R is in the thick of action. On the one hand, it is looking to tap the design segment with the launch of a design cell, and on the other, it is busy pocketing new accounts. "The last six months have been just excellent," says Preet Bedi, president, Rediffusion DY&R. And there is going to be more action, he assures.

In line with its stated aim of sprucing up the creative department, Rediffusion has inducted two new people, with one of them specifically briefed to check out the opportunities in the design space. Nitin Adake, who has joined Rediffusion as creative director (he moves from Bates India), has started the groundwork to this end. Though the design cell is yet to be given a name, clearly the focus of the agency is to augment the creative output.

There will be a separate team for the design unit and, therefore, some more appointments are on the anvil. "The function of the design cell is integral to giving a brand a character, an identity of its own. The look, feel, typeface are some of the aspects in rendering that," explains Adake.

Harpreet Wadhwa is the other new induction in the creative team. She moves from Publicis and will be creative director at Rediffusion. "My brief is to do my job well. That, I guess, sums its all," explains a circumspect Wadhwa.

While augmenting the resources at the creative department, the agency, over the last six months, has pocketed business worth Rs 25 crore. The new accounts include Airtel's pre-paid business, Daikin air-conditioners, the ‘W' brand of apparel for women, LG washing machine, some developmental brands from GPI, Ministry of Finance and most recently, the Barista coffee chain.

One of the key jobs for Rediffusion will be to help Barista - which it won in a multi-agency pitch - break new grounds in sales and distribution and to reposition brand Barista to appeal to a wider set of consumers. ANC (Alok Nanda and Company) was the agency handling the creative responsibilities of Barista before the account moved to Rediffusion. ANC continues its association with Barista in terms of planning the in-store experience for the coffee chain.

Says Brotin Banerjee, head, marketing & strategy, Barista Coffee Company, "We will be spending substantial funds to build the brand and the category from now to March 2004." Sources peg the Barista business at Rs 5-6 crore. The brand campaign is slated to roll out in the coming weeks coinciding with the festival period "…when most people splurge on entertainment, travel, shopping and eating out", adds Banerjee. © 2003 agencyfaqs!