DDW to handle's creative duties

MUMBAI: Online fashion portal has awarded its creative duties to integrated agency Digital Driftwood (DDW).

DDW account manager on the business Firoz Merchant said, "We won the account after a multiagency pitch initiated in February and look forward to working on it in the online as well as offline space."

The agency will be in charge of the brand‘s online advertising, offline BTL activities and advertising through mainstream mediums like print and television.

DDW director Vikram Varma said "We are excited at being selected. We think that, with the emphasis on premium international brands and high quality products instead of the usual discounts and offers, has an edge in the crowded e-commerce space. We are really looking forward to be working alongside them in achieving their marketing goals."

The media planning and buying for the brand is handled by an in-house team. The digital duties of will be looked into by a UK based agency High Performance (HP) that has worked on brands like Sony, LLoyds TSB and House. marketing head Pradeep Mohindroo said, "We wanted to hire the best people in the world for the job, we met quite a few agencies in India, and a lot of proposals came from abroad as well. At the end of it, with HP we found partners who could simplify the complicated and had the confidence of making an entirely new model of remuneration, based out of performance."

Talking about the brand and where it is coming from CEO Surah Sharma added, "We have a very clear idea of our target group; he or she has a discerning taste, is well travelled and aspires to be more of a world citizen. Fashion is such an important part of life, and by bringing some of the top fashion labels we aim at meeting the needs of this ever growing target group. Our work doesn‘t stop at just selling the products; it is our aim to WOW our customers at every touch point. Thus, we‘ve focused a lot into touch and feel aspects of the company. In the long run, it will not just be our products that will differentiate us from the competition; it will also be these softer aspects that will make us stand apart."

DDW, a nine year old company, has offices in Mumbai and Delhi and has worked on brands like Yahoo!, Hindustan Unilever, Filmfare, Marico, LinkedIn and MTV., which was launched in May 2012, has licenses and distribution rights for some of the global labels across London, Paris and Milan. Some of these brands include La Redoute, Paris Hilton, Lipsy London, Calvin Klein Men, DKNY and House of Dereon.

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