Campaign India Agency Report Card 2011: Rediffusion Y&R

Ownership:  Diwan Arun Nanda,  Ajit Balakrishnan 60%, Y&R (WPP) 26.67%, Dentsu 13.33%

Key Personnel: Diwan Arun Nanda, Chairman & Managing Director, D. Rajappa, President (India & Sri Lanka), N. Padmakumar, NCD, Amitava Sinha, COO (East & South), Gautam Talwar, CSO

Account won: MTS Digital, Paras Buildtech, Paras Dairy, Emami, McNally Bharat, Electrosteel Castings, Ambuja Hospitality, Bombay Realty, SIDBI, TVS Tyres, Columbia Asia, Public Relations, Public Affairs, Brand Health and Policy of the Tata Group (Rediffusion-Edelman) 

Account lost: Kaya Skin Clinic, Marico, Bacardi, Maxo, DNA

The exodus of talent didn’t just stop at Mahesh Chauhan’s exit from the agency late last year. The agency also lost its chief creative officer, Minakshi Achan and Anisha Sarin (creative team) to join Chauhan to set up Salt. While there have been new hires at different offices to strengthen the team once again, the loss of clients like Kaya Skin Clinic, Marico, Bacardi and DNA puts the agency in a tough spot. The agency won Emami’s account this year, three Bronzes at Abbys, one Bronze at Clio Awards and one design merit award at One Show. Work on Bombay Realty and MTS gained visibility but the jury felt that it was not to the extent that it became a conversation topic. One of the new developments towards the end of the year was the Rediffusion-Edelman alliance. The agency seems to be poised to up its creative quotient with the new team in the coming year.
How Campaign India rates the agency: 5

How Rediffusion Y&R rates itself: 8
The agency won the mandate of managing Public Relations, Public Affairs, Brand Health and Policy for the entire Tata Group, a true recognition of the agency’s strategic thinking, planning and operational expertise ability. In addition, over 12 new clients have joined the roster. Campaigns for Nano, MTS, Arrow to name a few were impactful and effective.  Rediffusion has retained and added to its talent pool numerous young and talented recruits in planning, creative and servicing during the year. The leadership teams have a rich experience of working on big brands across categories with an imposing track record of partnering and growing client businesses. In 2011, Loyola College, Chennai and IIM, Ahmedabad honoured Diwan Arun Nanda with their most distinguished alumnus award.