Campaign India Agency Report Card 2010: Crayons

Type of agency: Advertising

Company ownership: Independent

Key personnel: Ranjan Bargotra, president, Kunal Lalani, MD,Gurjeet Singh, head, Crayons OOH

Accounts won: Air India (empanelled), ITC WelcomHeritage, Lladro, Khyber Cement, MTNL (empanelled), Andaman & Nicobar Tourism, AMET University

Accounts lost: ICRI

Following multi-agency pitches, Crayons Advertising was empanelled for the Air India and MTNL accounts. ITC’s WelcomHeritage has given its creative mandate to the agency as well. The agency had a fairly stable year without any major changes in the senior management.

Crayons resigned the ICRI account due to a payment dispute with the client. In all, following all the action in 2009 with the Congress mandate, the agency had a very average performance this year.

How Campaign India rates the agency: 5

How Crayons rates itself: 6

2010 was a safe and steady year for Crayons. Business was normal, most clients grew organically and no accounts were lost. Air India was a big win, but its effects on the financials will be seen only in the next year. But then coming on the heels of 2009, where we had won Congress and IREO, 2010 comparatively lacked the action. The last quarter of 2010 has seen a lot of ground work, which may bear fruit next year.  

The agency looks forward to 2011 with confidence and hopes to build further on its strengths.