Haier India, the consumer durables and home appliances firm, recently named TBWA\India as their media agency of record, meaning the agency will be responsible for all creative communication in print, outdoor and TV/Radio, taking over the mandate from Percept IBD. The full-service agency will be tasked with driving growth for Haier both online and off. TBWA has been involved with the company for the last few years, with their Magnon\TBWA shop acting as the digital AOR for online brand strategy and digital marketing communication. Consolidating its digital and media creative work within TBWA\India Group agencies is a strategic move by Haier, which will undoubtedly result in a more uniform, integrated approach to all future marketing efforts across all mediums. TBWA\India’s client roster also includes brands such as Apple, Nissan, Datsun, GSK, Dabur, Michelin, IDFC, Standard Chartered, NACO, Singapore Airlines, Adidas and Sify, among others.
Consolidating its digital and media creative work within TBWA\India Group agencies is a strategic move by Haier, which will result in a more uniform, integrated approach
Vineet Bajpai, TBWA\India's group CEO, said that “The consumer durables market is expected to double at 14.8 per cent compound annual growth rate in the 2015 fiscal year,” and that “This upward swing undoubtedly necessitates fresh thinking and cohesive approach to connect all customer touch-points.” He adds that the agency already has a six year history with Haier, during which time “The teams have managed to understand the brand’s ethos and its business model,” which he feels left them as “The most able partner to effectively integrate Haier’s online solutions and offline services.”
Celebrating A Decade of Happiness (an introduction to Haier India)
Shanta Roy Sanjeev, Haier India's head of marketing, said that they chose TBWA because of the team's “Strong credentials in creative services.” She said that everyone at Haier was “Looking forward to an engaging partnership with TBWA\ to work on forthcoming campaigns and take the brand to the next level with new initiatives.” Bajpai, meanwhile, also added that the fact “The entire TBWA\India Group will now be the brand custodian for all marketing strategies of Haier India” reinforces their commitment to the brand. Going forward, he hopes to strengthen their partnership even further and “Creating an impactful brand positioning through creative and nonpareil work as a collaborated team across the group’s agencies.”
Shanta Roy Sanjeev, Haier India's head of marketing, said that they chose TBWA because of the team's “Strong credentials in creative services.”
In other recent TBWA news, TBWA\London were recently appointed the creative account of Harrods, the legendary department store based in Knightsbridge, London. Their first task will be to create a Christmas campaign for the brand, which will reinforce the store's unique positioning. Deborah Bee, director of creative marketing ad Harrods, said that TBWA showed “Their creative firepower in the past few months” and she is “Looking forward to working together to create great things for the brand.” Peter Souter, chairman of TBWA\London said the agency were “Keen to create communications to amplify” the personality and iconic status of Harrods, which they describe as a “Global icon and an extraordinary British brand.”
Benjamin Hiorns is a freelance writer and musician from the UK who (accidentally) broke a £40 bauble in Harrods as a child. It still haunts him to this day.