Ackruti City has announced the appointment of Scarecrow Communications as its creative partner following a multi-agency pitch process. The real estate company already works with Origin Beanstalk Creative Consultants and will split the work between the two agencies.
Confirming the development, Gautam Maitra, head, brand marketing and communications, Ackruti City, said, “Our requirement for communication has grown over time. While we already have an agency working with us, we do not want to overload it with additional work, and hence have been looking for a second agency for a while. What Scarecrow offered was a fair amount of thought in their work. We were looking for the right creative thinking. Scarecrow impressed us as did their pro-active work."
On the appointment, Manish Bhatt, founder director, Scarecrow Communications added, "This is one category we did not have much experience in. However, you cannot ignore the real-estate category with the amount of buzz around it. We have touched projects in the category before, but when we met the people at Ackruti, we understood that they wanted something new and uncategory-like, and at the same time, exploit our knowledge of other categories.”
“The association serves a dual purpose. Since we offered a fresh perspective, Ackruti City gets the kind of fresh approach they were looking for. We get the opportunity to increase our experience in the category. Our challenge ahead is to create interesting work within the category, as well as bringing in newer ideas,” he added.