MUMBAI: Motivator, one of the country’s leading media agencies has retained the Apple brand media mandate for the iPhone iPad and Mac product. The account is under the Ingram Micro & Redington account, the exclusive distributors for Apple products in India.
Motivator won the account after a month long pitch process in December. The pitch process included higher weight for strategic strength, ability to think fresh ideas and execute them in alignment with Apple guidelines, Digital capability and precision execution. Motivator was chosen on the basis of strength of its strategic recommendation, its understanding of brand Apple and its executable ideas leveraging Apple’s iconic status without making it populist.
The iPhone account will be handled in New Delhi while the iPad and MAC mandates will be out of the Bangalore office. The agency has been handling the Apple account for the last 14 months. Motivator will also leverage GroupM’s specialist practices- Digital, Mobile, Activation, Social, Search, Analytics, Content and Trading. Apple India spends Rs. 150 Cr. on media including Print, Radio, Digital, Activation and Out of home, with Iphone leading the contribution with more than 70%.
In the last few months, the iPhone grew by 400% on the back of its new product launches and Buy Back offers. Ingram Micro and Redington decided to put the Iphone business on review given their ambitious growth plan.
Rabe. T. Iyer, Managing Partner, Motivator confirmed the news and affirmed that a top team is already in place to deliver from Feb 1st onwards. “Apple’s Iconic status coupled with ‘less is more’ approach puts a huge responsibility in building cutting edge solutions keeping to the brand standard, we have successfully done this for the last 14 months and are confident of pushing the envelope further to win in the market place”. He further added, “This year the emphasis is going to be on powering iPhone sales through innovative digital solutions besides a strong content strategy across platforms. Print’s tactical use will have to be balanced by creative use of media to keep the brand in the desirable space.”