India's TATa chooses JWT
Above: Tata Medical Centre, one of the many faces of India's Tata group.
Tata Sons Limited, the principal investment holding company of India's huge Tata conglomerate, has appointed JWT as the creative agency for its global brand campaign.
The agency's London office worked with colleagues in New York and Mumbai to win the prestigious pitch, which involved many of the world's largest creative agencies, with the London office reported to be leading the work.
Founded by Jamsetji Tata in 1868, the entire Tata group is a global enterprise headquartered in India, and comprises over 100 operating companies, with operations in more than 100 countries across six continents, exporting products and services to over 150 countries.
The revenue of Tata companies, taken together, was $103.27 billion (around Rs624,757 crore) in 2013-14, with 67.2 percent of this coming from businesses outside India. Tata companies employ over 581,470 people worldwide.
Among the industries Tata operates in are steel, motors, power, chemicals and beverages, and it also invests in science and medical areas, as demonstrated by the Tata Medical Centre (shown above).
Tata Sons is the promoter of the major operating Tata companies and holds significant shareholdings in these companies.
About 66 percent of the equity capital of Tata Sons is held by philanthropic trusts endowed by members of the Tata family.
The planned campaign will seek to present three core messages about the Tata brand – Tata is global, Tata is trustworthy and Tata is a good corporate citizen.
Commenting on the appointment, Dr. Mukund Rajan, Brand Custodian and member of the Group Executive Council for Tata Sons Limited, said, "We are delighted to be entering into this partnership with JWT, which has a proud history spanning 15 decades of creative success.
"As Tata continues its journey toward becoming one of the most admired corporate and employer brands in the world, we look forward to the support of the most credible and globally respected partners.”
"This is an extraordinary time for the Tata brand," said Gustavo Martinez, Global President, JWT (and 2015 incoming Chairman and CEO). "This is one of the great corporate stories that deserves to be better known and understood across the globe. We look forward to harnessing JWT's expertise to make sure that global markets recognize the extremely successful values-driven organization that the Tata brand represents."