Campaign India Agency Report Card: RK Swamy BBDO
Type of agency: AdvertisingCompany ownership: OmnicomKey personnel: Srinivasan K Swamy, chairman, Shekar Swamy, group CEO, Sanjay Dev Jena, senior partnet, Sangeetha N, president (west) and executive creative director Accounts won: Moods Condoms, Central Bank of India, Parryware Roca, Ranbaxy Labs (OTC), United Spirits (HR)Accounts lost: LaOpala, GPI Bravery Awards, MyFM Radio
Dec 15, 2009 08:00:00 AM | Article | Campaign India Team
Type of agency: Advertising
Company ownership: Omnicom
Key personnel: Srinivasan K Swamy, chairman, Shekar Swamy, group CEO, Sanjay Dev Jena, senior partnet, Sangeetha N, president (west) and executive
Accounts won: Moods Condoms, Central Bank of India, Parryware Roca, Ranbaxy Labs (OTC), United Spirits (HR)
Accounts lost: LaOpala, GPI Bravery Awards, MyFM Radio
2009 has not been a great year for RK Swamy BBDO. There was no large business win to mark the year. The agency retained the Novotel business, won the communication duties for Shriram Transport Finance's Debenture Issue and was empanelled by Union Bank of India alongwith five other agencies. NABARD also empanelled the agency alongwith JWT and Concept. It also bagged the creative business of Revital following a multi-agency pitch. It lost some business, in the form of LaOpala, ICI (Paints), GPI Bravery Awards, MyFM Radio and Visa. The last was a result of a global re-alignment which ensured that the business got attached to TBWA in India.
In terms of talent, Sanjay Dev Jena was roped in as senior partner, from BBDO Berlin, to take charge of new business development and brand-building for the agency in India. Ambareesh Chakraborty joined RK Swamy BBDO as principal consultant from TBWA India.
Like last year, this year too, the agency has rolled out its updated version of the Guide to Market Planning.
Lots of potential, but not much progress in the year.
Campaign Score: 6
How RK Swamy BBDO rates itself: 8
2008-09 was a cautious period for the advertising industry following the economic slowdown. We knew the year will be a challenging one. Our focus was clear: a) Get the best work out for our clients, b) Client retention, c) Win new Business, and d) Continue to bring on board exceptional talent.
All of this paid off well. Our work for clients like Raymond, LIC, Mercedes, Roca, Suzuki, Piaggio and many others is rated among the best in the respective categories, with our clients delivering strong market performance. We have outstanding client retention - not lost any client of note - even as we have enjoyed robust new business gains. New talent addition has been a strong factor this year.
Our 22 specialised verticals under R K SWAMY HANSA, saw the addition of HANSA PR in Mumbai and Chennai. We have expanded our offering to include global translation services, in various international languages, in collaboration with a US based company.
Despite pressure on revenue, we honoured all of our commitments to our people, with no salary cuts or reductions. We face 2010 with new vigour and confidence.
We will give ourselves 8.