The campaign that is expected to break soon will be a combination of both ATL and BTL activities.
BestMediaInfo Bureau | Delhi | May 17, 2011
ABC Consultants is looking at a renewal of its brand identity and plans to execute a high voltage mass media campaign through Carat Media to do the needful. ABC Consultants, already a preferred recruitment partner for a host of blue chip clients both in India and overseas for last 40 years, aims to further strengthen its brand recall in the premier executive search & selection business.
Shiv Agrawal, chief executive officer, ABC Consultants, confirms the development and says, “We are undergoing a major strategic renewal. In a growth-oriented scenario, we want to be the mind leader as far as quality manpower recruitment is concerned. We are delighted to have Carat Media as our partner in this endeavour of ours.” It is learnt that ABC Consultants is planning to invest close to Rs. 10 crore on this identity revival exercise.
Vidhu Sagar, Senior Vice-President, Carat Media, commenting on the development said “We feel privileged to be chosen for this exercise as ABC Consultants already has a significant draw in the marketplace as far as its brand equity is concerned. We would look to partner ABC Consultants through our Integrated Communication Planning process and help them achieve their objectives. We would be providing solutions for ABC Consultants across all media platforms through all our Aegis Media partner agencies, Isobar, Posterscope, Carat Fresh and iProspect.”
The campaign that is expected to break soon will be a combination of both ATL and BTL activities. The company is looking at print and online activities, along with direct B2B communication with clients, while the electronic medium, too, might be taken forward.