Raymond appoints StrawberryFrog as its new creative agency

MUMBAI: After a nearly four-month-long multi-agency pitch, suiting & shirting brand Raymond has appointed StrawberryFrog as its new creative agency. The account moves from RK Swamy BBDO, which had handled the brand for nearly a decade. Raymond has also moved its entire media account to Madison, signed Social Wavelength for social media activities and Bonsey, a Singapore based design consultancy for brand designrelated work.

Mrinmoy Mukherjee, director marketing, Raymond, says, “Over the last six months we have been working towards sharpening and contemporising our marketing ecosystem.”

The company intends to ramp up spends on digital platforms, and is developing an e-commerce platform as well.

A senior official at Raymond said that it is looking at a fresh brand architecture, in an attempt to reposition itself as a more mass, youthful brand.

Raj Kamble, managing partner and chief commercial officer of StrawberryFrog India said, “ I’m eager to take the brand to another level with our movement marketing approach.”

Thanks to social media and the web, people want to connect with brands. They want engagement instead of traditional one-way communication, and that’s why it’s an exciting time to create movements.”

Sangeetha Shetty, executive vice president, RK Swamy BBDO says that the agency was invited to pitch, “But we didnt agree with the new direction of the brand and therefore we did not participate in the pitch process.”