Campaign India Team
Jul 06, 2018

Agency Report Card 2017: ADK Fortune

We assess ADK Fortune's 2017 performance in India, based on its business results, its innovation and initiatives, its work and awards and its people and leadership.

Agency Report Card 2017: ADK Fortune
While ADK’s wrangling with WPP, and its eventual purchase by Bain Capital, dominated 2017, the agency's fortunes in India were probably a shade different from the rest of Asia. 

Agency Report Card 2017

ADK Fortune





Country head: Subroto Pradhan

Ownership: JV between

WPP and ADK Inc Japan

The agency's objective of creating content that embraces a purpose and in-turn triggers conversations resulted in looking at categories with a fresh set of lens. While one could well argue that it's the direction that the entire business of communication is heading towards, in the agency's case, the approach led to several creative iterations that made its work stand out from the norm.
So while the entire category looked at washing away the dirt from clothes the agency looked at a lofty ideal of cleansing the heart for its detergent brand client Ghari. In the case of Manforce Condoms, it gave the entire approach of people going to bed with their cellphones, a serious twist.

The year also saw the return of senior employees like Akashneel Dasgupta to beef up its creative prowess in the NCR and Chennai. It also gained key accounts like Honda Motorcycle and Scooter brands, MRF Nylogrip and Ashok Leyland.

While the agency's strategy of online views and conversations ‘A good online story is better than a thousand words’ might be aligned with the way the business is moving, the entire landscape of digital advertising in itself is bound to alter itself drastically after renewed calls by leading global advertisers for more accountability. Needless to mention, ADK Fortune will have to adapt itself to the changing paradigm.

Post the acquisition by Bain, the agency has seen a change in its global leadership. The impact of the changes at a global level will soon percolate to India, sooner, than later. It makes 2018 an interesting year for the agency's road ahead in India. 


  • The agency bagged a Silver Effie for Ghadi detergent and Bronze for PregaNews apart from winning at other local award shows.
  • It also won nominations at AME Awards New York 


Campaign India

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