Haier appoints TBWA\ as its India Creative Agency

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TBWA\India has bagged the creative duties for Haier India. As the new partner, the media agency of record (AOR) will be responsible for all creative communication in print, outdoor and TV/Radio mediums. TBWA\ takes over the mandate from incumbent agency Percept IBD.

For the last few years, Magnon\TBWA, part of TBWA\Worldwide, has been the Digital AOR for Haier for online brand strategy and digital marketing communication. The decision to consolidate its ATL and digital business with the TBWA\India Group agencies is strategic for a uniform and truly integrated experience for the brand’s consumers, across marketing mediums.

As a full-service agency for offline and digital duties, TBWA\India aims to drive the desired growth momentum for Haier in the coming months.

Commenting on the win, TBWA\India’s Group CEO Vineet Bajpai says “As the Consumer durables market is expected to double at 14.8 per cent CAGR in FY15, this upward swing undoubtedly necessitates fresh thinking and cohesive approach to connect all customer touch-points. Over the past six years of our association with Haier India, the teams have managed to understand the brand’s ethos and its business model, crowning us as the most able partner to effectively integrate Haier’s online solutions and offline services.”

On choosing TBWA\India as its creative partner, Shanta Roy Sanjeev, Head of Marketing, Haier India said, “We are happy to appoint TBWA\ as our creative agency. The TBWA\ team has strong credentials in creative services. We are looking forward to an engaging partnership with TBWA\ to work on forthcoming campaigns and take the brand to next level with new initiatives.”

“The very fact that the entire TBWA\India Group will now be the brand custodian for all marketing strategies of Haier India – reinforces our commitment to the brand. As we strengthen our partnership even further with this win, TBWA\India now eagerly looks forward to creating an impactful brand positioning through creative and nonpareil work as a collaborated team across the group’s agencies.” adds Mr. Bajpai.

TBWA\India’s client roster includes brands namely Apple, Nissan, Datsun, GSK, Dabur, Michelin, IDFC, Standard Chartered, NACO, Singapore Airlines, Adidas and Sify, among others.