Plywood major Greenply appoints Alliance Advertising
26 Aug 2008
Plywood company Greenply has awarded the mandate of its media duties to Alliance Advertising.
The Greenply account moves from Lintas Media Group's Initiative Media, which has handled the account for the last five years.
Alliance Advertising will now look after media planning and buying for Greenply Industries, the account size of which thought to be in the vicinity of Rs15 crore.
Sources suggest that five agencies were in the fray during the pitching process that began in July 2008, including MPG, Zenith Optimedia, Connext, Dentsu and the GroupM company Motivator.
In the two rounds, agencies were briefed to deliver media strategy and recommendations for Greenlam, Greenply's laminate flagship brand.
The final round was an evaluation of the media planning inputs for the brand by the short listed agencies.
Arshad Nizam, director of Alliance Advertising said his agency would be able to provide value in terms of fresh thinking and new ideas in a category that boasts strong contenders.
Alliance would handle the media part of business, involving a 360-degree initiative that Greenply plans to undertake.
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