Godrej & Boyce appoints Starcom Worldwide, Isobar as media partners
Mindshare lost the account in a multi-agency pitch involving nearly 10 agencies
Sep 18, 2017 12:44:00 PM | Article | Campaign India Team Share -
Godrej & Boyce (G&B) today announced the appointment of Starcom Worldwide and Isobar India as their traditional and digital media agencies. The business moves from Mindshare after a comprehensive process that saw participation from eight other agencies.
The pitch process was managed by Triggerbridge.
Animesh Bhartiya, chief communications officer, Godrej & Boyce said, “We are a diversified group with interests across 14 varied sectors. While, on the one hand we collectively have to ensure each of our businesses are independently responding effectively to the needs of its customers and all other stakeholders, it is also imperative on the other, to understand how resources can be best optimised at a group level by leveraging combined effort and spends."
He added, "In a rapidly evolving media landscape, we also need new and innovative practices and approaches to connect meaningfully with a new generation of consumers. Our teams are enthusiastic about the new partnerships. We are thankful to each of the agencies for their participation.”
Suruchi Trivedi, GM corporate marketing and communications, Godrej & Boyce added, “Our objective was to drive efficiencies by moving from a fragmented approach across the organisation to a more consolidated one. We developed a robust scientific process for the pitch ensuring that all the key parameters of evaluation are dovetailed into the same. After a rigorous analysis along with the key stakeholders from within the company, we unanimously decided that the pitch response from Starcom & Isobar best aligned with organisation objectives."
Mallikarjun Das, group CEO, Starcom India said, “Starcom will put in the best of ideas, talent and resources for Godrej & Boyce and help them forge new and greater connections with consumers.”
Shamsuddin Jasani, MD, Isobar India, added, “We are honored and thrilled that they have chosen us to help them in their digital transformation. We look forward to doing some great work together”.