BBH sees itself as ‘creator of emotional component of brands’

Among the most respected ad agencies worldwide, Bartle Bogle Hegarty (BBH), the creator of iconic advertising for brands such as Johnnie Walker whisky (the Keep Walking tag line) likes to think of itself as “manufacturing the emotional component for the brands we handle,” says Mr Subhash Kamath, Managing Partner, BBH India.

Just about a year old in the country, BBH India has about eight clients on its roster as of date: it handles five different brands of Marico, Rediff.com, Star CJ, Vaseline for HUL, Vat 69, a Diageo brand, WGC and L&T.

It has also bagged the account for the launch of TVS’ new scooter brand, Wego, tentatively slated for a launch early next year. Speaking to Neytri on the sidelines of the CII’s Marketing Summit held here recently, Mr Kamath said the agency views itself differently in that brands have stayed with BBH a long time. “We look for long-term effectiveness. How do you create strategies for brands that they can grow with,” is what BBH engages itself with.

Vaseline, Diageo’s Johnnie Walker and Audi, globally aligned with BBH, are handled by BBH India in the country.

BBH aims at a “careful balance of global relationships and local brands”, says Mr Kamath.

Of all the accounts BBH India has bagged only the Vaseline account moved from Lowe when it was realigned with BBH as the brand is handled globally by BBH. All the other accounts, said Mr Kamath, were bagged against pitches. He said the agency will soon launch a new campaign for Marico’s Parachute Therapie and for Nihar in the eastern part of the country.

“It’s consistent branding that helps brands, we believe in responsible creativity,” says Mr Kamath, adding that BBH is known globally for creation of iconic brands and famous for branding and advertising that is deeply thought through.

Most clients, he said, still think only mass media and TV but BBH India advises them to support their TV advertising with activation in different media, especially new media.

“With traditional clients it is difficult, as they still think mass media,” he said.