Leo Burnett
Leo Burnett bags Godfrey Philips’ Four Square
MUMBAI: Godfrey Philips Inida’s (GPI) Four Square was awarded to Leo Burnett after a one month assignment that was given to both Leo Burnett and Rediffusion DY&R, both in the running for the account.
Considering the advertising of the tobacco industry is quite a hard market, Leo Burnett’s Delhi head Jayshree Sunder said, ” We won the pitch, as in this new paradigm, we were quite innovative in our presentation in terms of how to handle the brand in a dark market and delivering brand value to our consumer base,”
As per industry estimates, the tobacco industry is a Rs 3 billion industry in terms of media spends ( Print, Outdoor) and in volume accounts for 7000 million sticks every month. Four Square, which is GPI’s flagship brand contributes seven per cent of the total volume in the north and west regions.
The process of awarding the Four Square account was very different. Both agencies were given a specific brief, and were given specific projects, the outcome of which led the company to change hands and award the account to Leo Burnett. The incumbent being Rediffusion DY&R.
Although, Rediffusion DY&R continues to handle the other three GPI brands, they being Tipper, Jaisalmer, and Red & White.
Leo Burnetts plan for Four Sqaure is delivering brand value and visibility through their hotels, restaurants and cafe’s.
The account will follow a fee-based system, and work on the same is expected to be out in the next two month.
MUMBAI: Looking to leverage the increasing influence and role that financial players across the globe are having as drivers of the consumerism revolution, advertising major Leo Burnett is launching a specialist unit LeoFinancial.
According to Leo Burnett chairman and CEO Arvind Sharma, there is a major opportunity this scenario offers: “To manage the complexity of brands and offerings and appeal meanigfully to consumers, today’s financial sector players need not only credentials, scale and financial brilliance, they also need astute marketing. Agencies partnering clients in managing financial brands need to put together teams that understand finance, government regulatory policies, consumer behaviour, brand architechture and communication – all the same time. Looking at this need, we have launched LeoFinancial.”
Sharma asserts that LeoFinancial’s team of brand strategists and creatives will be delivering simultaneously on the twin challenges that financial sector players face – to move very rapidly in a very fast paced market; and while doing that still be thinking strategically and creatively to build strong long-term financial brands.
LeoFinancial’s first major campaign that’s breaking is for UTI Mutual Funds, a company release states. The campaign’s tagline is ‘Let’s plan to be rich’.
