JWT Vs Taproot: ET story kicks up dirt
A Taproot spokesman said the company is developing a multimedia campaign for PepsiCo indipendently and there is “no collaboration” with JWT.
NEW DELHI/MUMBAI: ET’s report published on Tuesday, October 12, about PepsiCo roping in creative hotshop Taproot for its upcoming mega World Cup campaign, despite having JWT as its long-standing creative partner, has triggered a war of words between the two advertising firms.
Taproot, set up by former JWT and Leo Burnett creative heads Agnello Dias and Santosh Padhi, is miffed with JWT’s claim that the campaign is being developed by both agencies ‘in collaboration’.
A Taproot spokesman said the company is developing a multimedia campaign for PepsiCo indipendently and there is “no collaboration” with JWT.
“The thought idea and execution of the idea in all mainline media is entirely Taproot’s which continues to remain an independent ad agency having no collaboration with any other company,” he said.
JWT India, however, maintained its earlier stand that it is working with Taproot on the next Pepsi campaign as part of its process of working with film makers, content creators and so on.
A PepsiCo spokesman, meanwhile, said Taproot and JWT are working on ‘different elements’ of the campaign, without specifying details. But ET has learnt that while Taproot will work on the creatives, the execution will be managed by JWT.
Obviously, the last has not been said on the campaign — on which PepsiCo is learnt to be spending a chunky Rs 25 crore.
Taproot, set up by former JWT and Leo Burnett creative heads Agnello Dias and Santosh Padhi, is miffed with JWT’s claim that the campaign is being developed by both agencies ‘in collaboration’.
A Taproot spokesman said the company is developing a multimedia campaign for PepsiCo indipendently and there is “no collaboration” with JWT.
“The thought idea and execution of the idea in all mainline media is entirely Taproot’s which continues to remain an independent ad agency having no collaboration with any other company,” he said.
JWT India, however, maintained its earlier stand that it is working with Taproot on the next Pepsi campaign as part of its process of working with film makers, content creators and so on.
A PepsiCo spokesman, meanwhile, said Taproot and JWT are working on ‘different elements’ of the campaign, without specifying details. But ET has learnt that while Taproot will work on the creatives, the execution will be managed by JWT.
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Obviously, the last has not been said on the campaign — on which PepsiCo is learnt to be spending a chunky Rs 25 crore.
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