Campaign India Agency Report Card 2010: Fortune Communications

Type of agency: Advertising

Company ownership: WPP

Key personnel: Dipika Narayan, vice president & executive business director, Partha Mudaliar, vice president & senior brand partner, John George, associate vice president & client services director Harish Shetty, commercial director

Accounts won: Governing Body of Insurance Council, Insurance Institute of India, IDFC, Bangalore Stock Exchange, Ankur Drugs & Pharma

Accounts lost: LIC Nomura

In last year’s Report Card on Fortune, we wrote that despite the opportunity that being a sister agency to JWT India affords it, Fortune has not made much of that upside. It’s disappointing to say that in 2010, those words continue to hold true. With no substantial win to speak of, Fortune continues to trail big brother JWT. As for new beginnings, Dipika Narayan joined the agency as vice president and executive business director in 2010. Perhaps that’s reason to cheer in 2011?

How Campaign India rates the agency: 4

How Fortune Communications rates itself: 8

With a view to strengthen its position as a specialist financial communications agency, Fortune offered holistic integrated financial brand solutions along with its group resource partners, JWT connect and JWT Digital for its clients. Aiming to add value added services to its clients, Fortune is developing a proprietary model (Fortune Financial Brand ROI) to help clients launch financial products and services. Simultaneously developing a proprietary model, (Fortune Rural Marketing plan for financial products and services) to help clients penetrate rural market and enlarge investor base.

Fortune continued to increase its overall revenue base over last year by doubling revenues through its major financial clients, LICHFL and ECGC. To keep topline revenues on course, Fortune retained its existing personnel as also adding creative resources through pooling and sharing of JWT creative talent. Fortune continues to have a separate division to handle FMCG brands and have added Ankur Drugs and Pharma which plans to launch a first time product in a new format in India.

The joint venture with Asatsu DK(ADK Fortune) grew in client strength by adding clients like Mitsubishi and Yamaha to its existing clients in India.