Starcom bags media AOR of World Gold Council

MUMBAI: The World Gold Council today appointed Starcom Worldwide, India as its media agency of record (AOR).

Speaking on the occasion World Gold Council MD Indian Subcontinent Sanjeev Agarwal said, "Tracking the effectiveness of advertising on off-take has always been a challenge, and if the advertising is for a category like gold, the task becomes even more difficult. In Starcom we found an agency that understood the client?s predicament and is able to innovatively build this into the Media Plans. On the buying side too we noticed that Starcom team kept an eye on every detail, in order to make sure that the advertising is more effective on the ground. We are looking forward to their passion bringing value addition to our business."

Starcom India general manager investment and new initiatives Manish Porwal said, "This was a very interesting pitch for us. In addition to addressing the brief in terms of planning and buying, we took business-building ideas that were implementation ready. We worked very closely with a handful of media owners to develop strong brand ideas using our learning from Passion Group Marketing, our proprietary framework."

"We are delighted to handle a brand that stands for its category and where its not about shouting loud but about generating lasting impressions and great word of mouth. We are fast learning how different it would be vis-?-vis handling an FMCG or a durable brand. The whole team is looking forward to adding value to their work," Porwal added.

World Gold Council is formed and funded by the world?s leading gold mining companies with production in 22 countries around the globe. India, incidentally, is the largest Gold consuming nation in the World and consumes around 800 tonnes of Gold each year, which falls just short of a quarter of the entire World?s consumption.

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