Scarecrow wins DNA's creative duties

MUMBAI: Scarecrow Communications has won the creative mandate for English daily DNA (Daily News Analysis).

The notice period of Rediffusion Y&R, the incumbent agency, expired on 15 January. It had won the account in June 2010 following a multi-agency pitch, in which Scarecrow had also participated.
Now, however, Scarecrow Communications turned triumphant.

Says Scarecrow Communications founder director Manish Bhatt, “It’s very exciting for a comparitively young agency like ours to get such an account. DNA is one of the fastest growing English dailies and can challenge the stalwarts of media world. They are planning to advertise in every possible manner to promote the brand. We are expecting a lot of ATL activities as well.”
DNA called Scarecrow to give a presentation around one and a half months back and consequently decided to shift its account from Rediff.

Averred DNA VP marketing Gautam Dalal, “Some of the team members of Scarecrow have already worked with us in the past. We found Scarecrow to be extremely dedicated in their work. They have also exhibited acute understanding of the brand compulsion. The agency has already started its work. Our advertising approach will get clearer within the next month. Everything is in the process of development as we speak.”

“During the multi-agency pitch DNA called in June, we were a very young agency to handle such a big account. But they had seen our work and dedication in that pitch, when we competed with big names of the advertising world and gave it our best shot. This is a very important win for us as DNA is a big name in the media world and a challenger,” says Bhatt.
Diligent Media Corporation, which owns DNA (Daily News & Analysis), is a joint venture between two industry majors – the Dainik Bhaskar Group and Essel Group..

Scarecrow had recently bagged the creative mandate of financial brand Future Capital Holdings.

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