FCB Ulka has bagged the creative and strategy mandate for three businesses under the Merino Group – Merino Laminates, Merino Furniture and Vegit (a ready-to-cook foods brand). The mandates were won following a multi-agency pitch with scope covering ATL, BTL and digital.
Merino Laminates was founded in 1981 and is present in more than 60 countries.
Rohit Ohri, group chairman and CEO, FCB India, said in a statement that the agency's new creative mantra (First Create Behaviour) and its new planning protocol (Brand Bedrock) were debuted at this pitch.
He added, "The other debut was that of our new regional leadership team, Debarpita Banerjee (president North and East), Surjo Dutt (NCD) and John Thangaraj (executive planning director). This win is very special because it’s testimony to the fact that we have a winning team and great tools that will help us better partner our clients going forward.”
Banerjee said, “This is an exciting, even though a bit nascent side of the decorative market. This space throws up immense potential and allows fresh thinking, giving us a chance at category creation. We are sure to land at some great work.”