Sartaj Jaffri has announced that he has picked up majority stake in advertising agency, Black or White Brand Communications. Jaffri was SVP at Saints And Warriors prior.
Black or White Brand Communications was set up by Shekhar Karpe in 2012. Karpe continues to be part of the agency.
Since taking over as CEO at the agency, Jaffri has roped in Zahid Shaikh as COO from Motivator (business head) and Samir Rasam as CCO from Zicon Infra.
The trio together with 12 other hires are looking to be '360-degree marketing partners' of brands.
Jaffri said, "The line between main line and digital is blurring. The idea is not to have a creative or digital agency. We want to be the marketing partners for brands.We are a full services marketing communication agency headed by marketing and advertising veterans, supported by a young set of minds with a bend towards digital. Effective communication requires understanding the complete picture: The brand, the people who manage the brand and the people who consume the brand."
In the four month period since Jaffri has taken over, the agency has roped in the Globus marketing mandate and the B2B digital mandate for Castrol.
Jaffri added, "Since we're looking to be marketing partners of brands, we will be setting specific teams for each client we get on board. Therefore the idea is to be selective in terms of brands taken on."