Leo Burnett bags Godfrey Philips' Four Square

MUMBAI: Godfrey Philips Inida's (GPI) Four Square was awarded to Leo Burnett after a one month assignment that was given to both Leo Burnett and Rediffusion DY&R, both in the running for the account.



Considering the advertising of the tobacco industry is quite a hard market, Leo Burnett's Delhi head Jayshree Sunder said, " We won the pitch, as in this new paradigm, we were quite innovative in our presentation in terms of how to handle the brand in a dark market and delivering brand value to our consumer base,"


As per industry estimates, the tobacco industry is a Rs 3 billion industry in terms of media spends ( Print, Outdoor) and in volume accounts for 7000 million sticks every month. Four Square, which is GPI's flagship brand contributes seven per cent of the total volume in the north and west regions.

The process of awarding the Four Square account was very different. Both agencies were given a specific brief, and were given specific projects, the outcome of which led the company to change hands and award the account to Leo Burnett. The incumbent being Rediffusion DY&R.

Although, Rediffusion DY&R continues to handle the other three GPI brands, they being Tipper, Jaisalmer, and Red & White.

Leo Burnetts plan for Four Sqaure is delivering brand value and visibility through their hotels, restaurants and cafe's.

The account will follow a fee-based system, and work on the same is expected to be out in the next two month.

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