Exclusive: Rs 20-cr Monte Carlo account moves out of JWT; McCann Erickson is new custodian
Monte Carlo, the brand from Oswal Woollen Mills, has shifted its creative account to McCann Erickson Delhi after a 14-year relationship with JWT Delhi. The win comes following a multi-agency pitch in June 2008 in which McCann Erickson, JWT, O&M, Publicis and Leo Burnett had taken part.
Monte Carlo, the brand from Oswal Woollen Mills, has shifted its creative account to McCann Erickson Delhi, according to sources close to the development. The account was serviced by JWT for the past 14 years. Industry estimates peg the account size in the region of Rs 15-20 crore.
Monte Carlo had called for a multi-agency pitch in June 2008 in which McCann Erickson, JWT, O&M, Publicis and Leo Burnett had participated. There were two rounds of presentation in which the agencies were required to present new strategies and creative ideas on the Winter collection.
Commenting on the development, Rohit Ohri, Managing Partner, JWT, said, “JWT has built brand Monte Carlo over the last 14 years. We agreed to mutually part ways after a long association because we couldn’t reach an agreement on the new financial terms. We wish them all the best in the future.”
It is learnt that McCann Erickson has been signed on and the agency would be working on the print, TVC, OOH and below the line activities for Monte Carlo. The campaigns are likely to break in a week’s time. The Summer 2008 campaign was conceptualised by JWT.
McCann Erickson officials couldn’t be contacted at time of filing the report.
Oswal Woollen Mills (OWM) is the flagship company of the Rs 2,000-crore Nahar Group, an industrial conglomerate with a diversified portfolio that includes spinning, knitting, fabric processing, hosiery garments, knitwear and infrastructure.
