Account Wins: MediaCom, Lowe Lintas, Dentsu Webchutney, WATConsult

MediaCom To Be The Global Media Agency Of Bayer 

WPP's MediaCom has been appointed as Bayer's worldwide full-service media agency. Bayer's modernised marketing strategy will be driven by the agency network, with best-in-class data and content integration as a major driver for company success.

MediaCom will fully use WPP's Choreograph to provide Bayer with the knowledge and information it needs to lead the industry in data-driven marketing.

MediaCom previously worked with Bayer in 65 markets, but with this merger, it will be able to expand its mandate to include key areas such as Germany, China, and Russia, resulting in even more synergies for both businesses. For the first time, consolidating the worldwide business will result in greater best practice sharing, easier ways of working, consistency of approach, and improved data and reporting. The account will be led by Costin Mihaila, Global Client President at MediaCom and Team Bayer lead at WPP, with full handover in the additional markets taking place on January 1, 2022.

The pitch process was managed by MediaSense. “We’re delighted to be expanding our relationship with MediaCom globally for the Consumer Health Division as well as the Pharmaceuticals US Business. I am confident that together we will realise our ambition to be the best in our industry. While congratulating MediaCom I would like to also take this opportunity to recognize and appreciate the 3 partners involved in the review process for their professionalism, commitment and shared values with Bayer” said Patricia Corsi, Chief Marketing & Digital Officer at Bayer.

“I’m thrilled that we have built on our existing strong relationship with Bayer. We are now in a solid position to deliver a step-change in media thinking and activation that drives growth and celebrates the good that the company’s brands provide. Our new working relationship will enable us to see the bigger picture for Bayer and deliver smarter, more personalised and relevant messages across the business,” said Nick Lawson, Global CEO of MediaCom.

Cleartrip Appoints Lowe Lintas To Handle Its Creative Duties

Lowe Lintas has bagged the mandate to handle the creative duties of Cleartrip.com. The agency's main responsibilities will include reinvigorating the brand and developing a solid communication strategy to help the company navigate the changing industry landscape.

The tourism business has changed dramatically in the last year. The epidemic has irrevocably altered the tourism and travel industries across the world. The travel and tourism sector will experience a rebound in local and international markets now that vaccinations have been widely distributed.

Speaking on the onboarding, Prahlad Krishnamurthi, Chief Business Officer, Cleartrip said, “We are happy to onboard Lowe Lintas as our creative partner. Our approach will be to not only build an innovative portfolio but one that is represented by a brand persona that is memorable and impactful. We will be closely working with the Lowe Lintas team and expect that their strategic, innovative, and forward-looking approach will contribute immensely to further building the Cleartrip brand and propelling our growth. We look forward to a rewarding and long-standing partnership.” 

Commenting on the win, Sonali Khanna, Executive Director and Branch Head - South, Lowe Lintas said, "The last year and a half has really taught us the true meaning of a 'VUCA' world. In order for impacted industries, like Travel & Tourism, to get back on track, we need to devise transformational strategies. Lowe Lintas is no stranger to bold new ideas, and we’re delighted to partner with Cleartrip to meet this challenge head-on."

Dentsu Webchutney Bags Creative Mandate For Blackberrys Menswear

Dentsu Webchutney has won the creative and media duties for the menswear brand, Blackberrys. Through this partnership, the agency aims to create a space of accessibility and style for the brand. The focus is to make men’s occasion wear such as suits & jackets more holistic and approachable. 

Gautam Reghunath, CEO, Dentsu Webchutney said, “Blackberrys is an iconic Indian brand that has been innovating in menswear for decades. A true homegrown giant in premium fashion. We want to bring the best of Dentsu Webchutney’s unique brand of creativity while also staying true to the brand Blackberrys’ legacy and ethos.”

Nitin Mohan, Director, Mohan Clothing Company commented, “Blackberrys Menswear focuses on innovation, precision and a keen eye to detail. Our apparel leans heavily on being fashion-forward and tailoring our clothes to the needs of our audiences.”

“We are confident that Dentsu Webchutney shares our understanding of the brand’s ambitions and we truly believe this association will enable us help Blackberrys become India’s first and foremost FIT Expert as well as the most loved premium menswear brand,” he further added.

WATConsult Bags Expanded Mandate For India Circus 

WATConsult has won the expanded mandate for end-to-end commerce duties of India Circus. A Godrej & Boyce Venture, India Circus is a lifestyle brand that offers home décor, utilities, personal accessories, and fashion products. 

As per the expanded mandate, the agency will manage India Circus’ e-commerce marketplace strategy and execution in addition to the existing D2C (Direct-to-Consumer) performance marketing duties. Earlier in 2019, WATConsult had won the duties of D2C performance marketing for India Circus. Since then, the brand has recorded a double-digit business growth through 2020 till date. 

Krsnaa Mehta, Founder & Brand Head, India Circus by Krsnaa Mehta (A Godrej & Boyce Venture) said, “In our journey towards curating products that depict the essence and vibrancy of India, we have made great progress with support from our partners. WATConsult has played an integral role in this journey. Our next focus is to be available wherever our consumers are and hence, we have branched out to different marketplaces. We are keen for WATConsult to manage this combined business for India Circus.” 

Commenting on the expanded win, Heeru Dingra, CEO, Isobar India group said, “We are extremely delighted to take up this extended mandate and responsibilities for India Circus. We look forward to boosting the brand's presence and e-commerce journey with our blend of creativity and strategy.” For the record, the Isobar India group includes the agencies WATConsult, Isobar and Perfect Relations. 

Sahil Shah, Managing Partner, WATConsult added, “360 commerce is the way to go. With clients such as India Circus, we are quickly expanding into a full-stack commerce offering. This, coupled with our deep experience in creative commerce & audience insights, I am certain we will give our clients the very best.”