Financial Daily from THE HINDU group of publications
Wednesday, Oct 19, 2005
Financial Daily from THE HINDU group of publications Wednesday, Oct 19, 2005 |
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Marketing
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Advertising rmg david is now David Our Bureau
Mumbai , Oct 18 AN open double-decker BEST bus adorned with colourful lights, messages such as David Aa raha hai, Bhaggo David Aya, and Kya Har Koi David Ban Sakta Hai, flashed on the rear of the seats and press kits in the form of a bus conductor's bag! This is how rmg david announced to the media its new brand identity, David. Along with its new name, the agency, which claims to be the smallest worldwide agency, would also spread its wings across Asia Pacific. David is the outcome of the merger of three existing WPP brands — rmg david (in India), rmg (in Singapore) and Results (in Taiwan and Bangkok), and will have offices in Hong Kong, Singapore, Beijing, Mumbai, Chennai, New Delhi, Bangkok, Jakarta, Taipei, and Tokyo. Speaking to newspersons, Mr Josy Paul, Chairman and National Creative Director, David, said that the change in name was not a mere re-launch of the agency but symbolised the launch of a new spirit - the spirit of challenge and never giving up. "Agencies may die but David will remain, as it is a spirit of challenge. We are mere torchbearers of this spirit, but we profit from David emotionally and financially." Apart from the new name, David would also look at recruiting new people and focus on new areas such as creating a knowledge pool cell on categories such as financial services, automobiles, and FMCG, which could be useful for both its clients as well as the agency staff. Prior to the media launch, the agency launched its new identity at a Ram Leela event in Mumbai, in the midst of hoardings and slogans on the David philosophy. Mr Paul and his team also burnt the effigy of Ravana. "This was a symbolic gesture to portray the triumph of good evil and the triumph of spirit over size, which David is all about," said Mr Kumar Subramaniam, President, David. Mr Paul explained that while David is the brand by which the agency will be known by, the company itself has been registered as Brand David Communications Pvt Ltd. RMG stood for Relationship Marketing Group, which the agency has now dispensed with. "We were a younger company than Ogilvy (O&M) so we wanted to be known by a first name," said Mr Paul, referring to the legendary founder of O&M Advertising, David Ogilvy.
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