MUMBAI: Rediffusion-Y&R has once again won the creative business for the English daily, DNA (Daily News & Analysis).

This is the second time the agency will create buzz around the brand, after an impactful launch of the brand in July 2005. The account was contested last month through a multi-agency pitch which included Contract, the incumbent agency.
 
Work on the account will start with immediate effect out of Rediffusion‘s Mumbai office. The agency will develop work for DNA in its major markets which include Mumbai, Bangalore, Pune, Ahmedabad and Baroda. The task will include finding an appropriate positioning for the brand, and creating more engagement between the reader and the paper.

Says Rediffusion Y&R EVP and Mumbai branch head Nisha Singhania, "We‘re really glad to have the brand back in our roaster. In our last stint with the brand, we had done some break-through, interesting work. From here on, we will raise the creative bar further, creating interesting conversations around the brand."
 
Added DNA head marketing Gautam Dalal, "With DNA having spread its wings into five cities, and being the No.8 English Daily of India, it opens up new and exciting challenges for the team to work together. We look forward to taking the brand to new heights with Rediffusion-Y&R."

He further stated that what worked in favour of Rediffusion-Y&R was "their keen evaluation of the business issue from different angles, strong credentials, flexibility in the approach and keen top management interest."