The pitch was called in June and involved six other agencies, namely, JWT, McCann, TBWA, Publicis, Ogilvy and Saints & Warriors
BestMediaInfo Bureau | Mumbai | August 19, 2013
Following a multi-agency pitch, DSP BlackRock Mutual Fund has brought on board BBH India to handle its creative mandate. The pitch was called in June and involved six other agencies, namely, JWT, McCann, TBWA, Publicis, Ogilvy and Saints & Warriors.
Aditi Kothari, Executive VP and Marketing Head at DSP BlackRock Mutual Fund, said, “We believe that marketing can no longer remain a support function in the financial services world. It can truly bring differentiation and deliver business impact in the new world, if done the right way. BlackRock had recognised this last year and hence brought in a strong focus to build the brand globally. We at DSP BlackRock also understand this well and recognised the need to position ourselves the right way to the new, emerging India. Our pitch process was tough, since we knew that our new creative agency will play an important role in laying down the foundation of a strong communication strategy. We are confident of achieving our objectives with our new partner BBH India."
BBH India will now be solely in-charge of developing the brand architecture and the brand positioning of DSP BlackRock, rolling out of the engagement modules across traditional and new age platforms that are consumer and distributor focused.
Subhash Kamath, CEO and Managing Partner, BBH, said, “We are absolutely delighted that DSP BlackRock has awarded us the account, it was a great pitch to win. In today’s economic situation, proper investment planning is becoming crucial for everyone and we are looking forward to partnering DSP BlackRock in meeting these challenges.”
On the pitch itself, Russell Barrett, CCO and Managing Partner, BBH, said, “All of us here at BBH had an absolute blast working on this pitch. That we had so much fun working on it reflected in the work presented at the pitch. There’s nothing more satisfying than that. Now we need to translate this win into great, creative, market moving work.”
Sanjay Sharma, Head Planning at BBH, said, “Financial services communication is a sea of sameness. Despite a challenging regulatory framework we feel there is a definite opportunity to introduce new ideas, new conversations that capture people's imagination and make them see the category differently. We are delighted to partner DSP BlackRock.”
DSP BlackRock Mutual Fund has investment products such as equity schemes, hybrid schemes, fixed income schemes, funds of funds schemes and fixed maturity plans for investors to consider.
BBH is now a creative network wholly owned by the Publicis Groupe. BBH India was founded in 2009 and since then has grown very rapidly to a staff strength of 70 people and manages a portfolio of diverse clients and brands that include Unilever, Marico, Diageo, Skoda, Red Bull, Acer, Movies Now and World Gold Council, amongst many others.