afaqs! news bureau

Creativeland Asia in a spat with Dentsu over credit for AM/NS campaign

Creativeland Asia was the creative partner of AM/NS and dentsu iProspect was in charge of the media duties for the brand.

Creativeland Asia has claimed that the dentsu iPropspect has falsely taken credit for a camapign for ArchelorMittal Nippon Steel India- a joint venture between ArcelorMittal and Nippon Steel.

The creative agency built the creative narrative for a campaign whereas dentsu iProspect was mandated with the responsibility of the media planning, buying, and 360-degree dissemination of the campaign.

The agency claims that the dentsu iPropspect falsely appropriated the creative credits for the brand campaign - brand campaign ‘We’re Reimagineering'.

According to a press release from dentsu iProspect, the media agency "created a multi-media campaign architecture with an aim to accelerate the brand's key vision in the market."

While the press note from dentsu iProspect states that the agency "launched ArcelorMittal Nippon Steel India’s (AM/NS India) latest campaign titled ‘Reimagineering’", it did not claim credit for the creative idea behind the ad campaign .

The campaign covers key touchpoints such as television with dominance in the news genre and front jackets in leading English and vernacular dailies to drive credibility, the press note from dentsu iProsepect said.

The campaign also drives conversations through social media touchpoints, 60-second musical spot-on radio, and innovative OOH executions, the media agency stated.

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