Scarecrow Communications has bagged the creative mandate of English daily, DNA (Daily News & Analysis), owned by the Diligent Media Corporation. It is understood that no formal pitch was called for the new appointment. The account moves from Rediffusion Y&R, which bagged the account in June 2010 following a multi-agency pitch process.
Gautam Dalal, vice president - marketing, DNA, confirmed the development. He said, "We decided to appoint Scarecrow as the founder partners of the agency have a very deep understanding of the brand due to their association with us in the past. This will be a long-term partnership and we will be launching the new brand communication in the near future."
On the new account win, Manish Bhatt, founder director, Scarecrow Communications, said, "We (Joy, Manish and Raghu) had worked on the brand DNA when we were with Contract, and had even pitched as Scarecrow in early 2010. This time around, we were asked to make a presentation on our thoughts about the brand DNA, following which we have bagged the creative mandate."
Noting that the agency has got on-board only from January 15, 2011, the initial communications for DNA will include promoting the brand in existing as well as newer markets that it ventures to.
