After shuffling between JWT and McCann Erickson, Monte Carlo has finally seen light at the end of the tunnel in its search for a creative partner.
After parting ways two months ago, the Oswal Group entity has decided to go back to JWT Delhi with renewed vigour and fresher strategies. The annual spends on the account are pegged at Rs 20 crore. The account was with McCann Erickson for a short duration of two months.
Monica Oswal, executive director, Oswal Woollen Mills, says, “JWT has been our partner for the last 14 years. Together, we have taken brand Monte Carlo to a position of leadership. We have plans to strengthen the brand further by focusing on some of the other categories the brand operates in, such as winter wear for women, outerwear and sportswear.”
Rohit Ohri, managing partner, JWT Delhi, says, “We look forward to another long innings of outstanding work and great market success.”
But what prompted the account to swing between the two agencies, setting afloat a number of unanswered questions? When approached, both JWT and Monte Carlo officials chose to maintain their stances of keeping facts and figures a ‘well guarded’ secret.
Sources reveal that it suggested a ‘master-branding’ idea with unified presence in Monte Carlo’s sub-brands including winter wear, summer wear, women’s range and the Canterbury Collection. This was particularly appreciated by the client and the differences between the two parties, believed to be some kind of monetary discord, have been ironed out.
As a happy ending to the dramatic set of events, JWT is now ‘officially’ ready with its new Fall/Winter campaign for the brand, which is expected to roll out in some time. Shot extensively in Budapest and the German Alps, the campaign will have a heavy presence in TV and also focus on print and extensive retail activity at the shop level.