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JWT scores global brand campaign brief from Tata Sons

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Tata Sons Limited, the principal investment holding company of the Tata Group, recently appointed JWT as the creative agency for its global brand campaign. The three core messages that the agency, which is the world’s best-known marketing communications brand, will be mandated to express in the campaign are that Tata is a global, trustworthy and a “Good corporate citizen.” The account was won after a pitch process that drew attention from some of the largest agencies in the world, including TBWA, Y&R, McCann, Saatchi & Saatchi and BBDO, but it was the combines power of JWT's London, New York (where the agency's headquarters are based) and Mumbai offices that sealed the deal. This will be the company's first brand campaign and will break early next year.

The account was won after a pitch process that drew attention from some of the largest agencies in the world, including TBWA, Y&R, McCann, Saatchi & Saatchi and BBDO

Gustovo Martinez, the global president of JWT, who will be taking the Chairman and CEO role next year, said that this is “An extraordinary time for the Tata brand." He believes that the story of the the Indian multinational conglomerate, is “One of the great corporate stories that deserves to be better known and understood across the globe.” He says that JWT looks forward to harnessing their expertise “To make sure that global markets recognize the extremely successful values-driven organization that the Tata brand represents.”

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Gustavo Martinez

Dr. Mukund Rajan, brand custodian and member of the group executive council of Tata Sons Limited, said of the appointment that Tata are “Delighted to be entering into this partnership with JWT, which has a proud history spanning 15 decades of creative success.” He believes JWT to be “Credible and globally respected partners,” and is looking forward to working with them “As Tata continues its journey toward becoming one of the most admired corporate and employer brands in the world.”

A spokesman for Tata Sons also shared the group's vision that “By 2025 the Tata brand will rank amongst the top 25,” largest global corporate and employer brands

A spokesman for Tata Sons also shared the group's vision that “By 2025 the Tata brand will rank amongst the top 25,” largest global corporate and employer brands, an outcome that will require the group to invest in explaining to stakeholders around the world “Who they are,” and “What they stand for.” This is something that JWT will be eager to put across in their campaign, which the Tata spokesman also inferred will be looking to expand the group's global footprint. He said "About 67% of the Tata group's $103 billion turnover is generated from countries other than India,” and that the group believe that “Knowledge and understanding of the Tata brand must match this international footprint of the group."

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Dr. Mukund Rajan

This global ambition seems to gel with the views of the new Tata Sons chairman, Cyrus Mistry, who is eager to promote the brand worldwide. Indeed, Tata has opened two new offices in the past few months in Singapore and Dubai, and already has a significant presence in the US, South Africa, and the UK. Brands owned by Tata in the UK include Land Rover and Tetley. Their advertising accounts, held by Rainey Kelly Campbell Roalfe/Y&R and Creature respectively, are not affected by the appointment.

Official JWT Website

Official Tata Group Website

Benjamin Hiorns is a freelance writer and musician from Kidderminster in the UK.

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