Campaign India Agency Report Card 2011: Percept H/ IBD/ Mash

How Campaign India rates the agency: 5

Dec 16, 2011 04:03:00 AM | Article | Campaign India Team

Type of agency: Advertising

Ownership: Percept Holdings and Hakuhodo Inc

Key Personnel: Percept/H: Prabhakar Mundkur, CEO, Ryan Menezes, CCO, Ayan Chakraborty, CGO, Amitava Mitra, COO North. IBD: Rahul Gupta, MD, Jyotsna Chauhan, COO, Srikant Rath, Sr VP, Mandar Wadke, Sr CD, Jai Singh, Sr CD, Akash Sharma, CD. Mash: Amitabha Lahiri, CEO, Biraj Banerjee, CD

Account won: Percept/H: Canon cameras (empanelment), FedEx Express, Congress(UP,  Haryana), Ramky Infrastructure, Daiki, Cherio, Sterling Developers, Ackruti City, Logix Group, Wave Infrastructure, Next deodorants, Sonalika tractors. IBD:  Panasonic Beauty Products, Saks, Georgio Gullini, MMR, Radius Infratel, Shilpa Cosmetics, Instinct Deodorants and Male grooming, Pure Home+Living, NexG TV, Red Mango

Account lost: Carlsberg, Convergys. IBD: Siyarams

Neeraja Kale joined them and then exited in three months. Hakuhudo has been motoring around well with an increased mandate over Toyota’s account as well as Canon. Having said so, the jury noted that there’s no clear visibility of their work. With Percept/H bagging FedEx this year, we expect them to create some stirring work for the year ahead. 
How Campaign India rates the agency: 5

How Percept India rates itself: 8
Percept/H: Continuing on their good run last year, Percept H has picked up a slew of accounts across categories and across markets. While its flagship office in Mumbai has managed to win hotly contested pitches like FedEx, beating rivals like Mudra and McCann to the post, its Delhi office has also made a mark in the market by winning prestigious businesses like Congress. Percept H has traditionally been very strong in improving on its relationships and that is evident in the increased mandate from clients like Canon and Toyota. This year, Canon restated its belief in Percept H by giving them the mandate for their core Imaging business. The account losses this year were more due to regional realignments and this is an area of concern for the agency.

IBD: Maintaining a low profile, but high on some very visible work across brands, IBD has helped built some terrific brands, be it Panasonic, Tupperware, Taj or Saks, Central Park and more! Whether it was Ranbir with the ‘world is alive’ with Panasonic 3D, The Lumix and Smart Viera TVC or H2Oooooooooooh or lunch campaigns for Tupperware or the stylish Georgio Gullini Fine Italian wear work, IBD believes that the creative has got to have an edge in today’s day and age where there are scores of brands proliferating the consumers mind space. Great partnerships with clients, and a great left-right brained balanced theory has won us not only accolades but also made the brands stand out both in market and mind space. A good measure of client satisfaction reflects in clients giving us or referring/directing more business to IBD. Growth has been pretty good, in tandem with the groups vision and the year looks good ahead.