O&M to work on Hindustan Times' creative account

NEW DELHI: O&M Delhi office has won the creative account of Hindustan Times. The development was confirmed by O&M executive director – North India, Vibha Desai.

The account was previously being handled by Grey Worldwide.



On the development, Desai said: “We won the account in the third week of November. There was a multi-agency pitch, which included O&M, Lowe, Grey and couple of other agencies. The mandate only includes creative work. We felt the client really liked our strategy and creative plans.”

Though details pertaining to how the pitching process shaped up were not revealed, a source disclosed that O&M was preferred over Lowe in the final analysis.

Desai refused to divulge any details about the creative strategy for HT. But a source added that the work might include complete make-over for the brand.

“We had a very clear direction, in which we wanted to take the brand forward. We went with a clear strategy and not with much confusing thoughts. We can’t reveal much at the moment (about strategy) but its related to complete make-over,” said an O&M executive, who was part of the pitching process.

In the past, Grey has worked on campaigns with baseline `Because you deserve to know’, stressing on unfolding of truth and revealing of facts, and `Live Smart’, which focused on presenting the publication as `my newspaper’.

But in the new campaigns, the strategy is expected to take a completely different course. “The idea is to present HT as a contemporary and fashionable. We are working on this and lets see how the entire exercies shapes up,” concluded a source from the agency.

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