Alokananda Chakraborty

Starcom bags Rs 15-crore media duties of Shaw Wallace Breweries

The creative duties of Shaw Wallace are split between Orchard Advertising and O&M Advertising (Bangalore offices)

After Starcom, Mumbai, it is perhaps the turn of the agency's Bangalore office to rejoice. Leading a two-way pitch, the agency branch has picked up the estimated Rs 15-crore media duties of Shaw Wallace Breweries (SWB). For the record, Shaw Wallace Breweries is a joint venture between Mysore Breweries, a wholly-owned subsidiary of SAB Miller, and Shaw Wallace and Company. The other agency in the fray for the account, according to sources close to agencyfaqs!, was Maximise. The three recent wins of Starcom (HDFC, Symphony and Shaw Wallace) are expected to boost the agency's billing by Rs 30-32 crore.

As far as the creative duties are concerned, the brand portfolio is split between Orchard Advertising and O&M Advertising (Bangalore offices). While Orchard handles Royal Challenge and Knock Out, O&M has Castle and Haywards 5000.

According to a prepared note from Starcom, this is the first time SWB has consolidated its media portfolio with a single media investment management agency. This appointment, in effect, consolidates all brands being managed by the company in India - which include Castle, Haywards 5000, Haywards 2000, Royal Challenge and Knock Out - with Starcom, which was already handling Knock Out, Haywards 2000 and Royal Challenge as part of the full service arrangement between Orchard Advertising and SWB.

Starcom, no doubt, is upbeat about the win. Ravi Kiran, managing director, India-South & West, Starcom Worldwide, gives full credit to his Bangalore team for its insightful inputs on the two brands, which, as is apparent, worked in its favour "This is a huge pat on the back of our teams in Delhi and Bangalore, both of whom have delivered a sterling service to SAB Miller earlier and SWBL over the last few months. As SWB accelerates its marketing initiatives with five strong brands, it will be our privilege to be part of all the action. Having all five brands of the client with us will enable us to achieve better portfolio synergy in media investment."

He adds, "We also hope to offer SWB some of our diversified services- particularly sports, digital and entertainment, in time." Starcom will continue to service SWB from its Bangalore office, which, led by branch head Dinesh Rathore, "is one of our best performing teams in India", says Kiran. Starcom's investment team based in Mumbai under Manish Porwal's leadership would also support the Bangalore team in strategic negotiations as well as in leveraging key opportunities for the client. © 2004 agencyfaqs!

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