Agency Credentials 2013

4
12
360
1000
Million INR
Crestra comprises of a Brand Communication Agency,
a Design and Identity subsidiary, and a Brand Consultancy
Crestra Communication
Indies
Red Kaktus
Crestra Advisory
With a portfolio of 12 major clients, across diverse categories
like FMCG, consumer electronics, financial services, retail,
media, consumer durables, education, lifestyle and realty
The communication spends of brands managed by us exceed
Rs 1000 million annually
We offer a unique brand management system for our clients with an
Integrated Creative approach to all their communication needs, that result
in brands which have distinct character and compelling promise
We believe that a brands creative expression must be media-neutral
and encompass all brand touch points
Crestra = Creative + Strategy
In most agencies, STRATEGY
Is separated from CREATIVITY
when BOTH SIDES work together,
you can build a charismatic BRAND
CRESTRA = creative + strategy
our twin core competencies
CRESTRA comprises
a Brand Communication Agency,
A Digital Agency,
a Design and Identity subsidiary,
and a Brand Consultancy.
across these entities we manage a portfolio of
12 clients whose brand communication
spends exceed Rs 1000 million annually,
across diverse categories like FMCG,
consumer electronics, investment,
healthcare, media, consumer durables,
retail, lifestyle and education
CRESTRA COMMUNICATION established in
2008, it offers a unique 360-degrees brand
communication solution for clients with an
Integrated Creative approach
INDIES is a digital agency offering interactive,
social media and web analytics
RED KAKTUS is an division offering design and
identity development
CRESTRA ADVISORY offers research based
brand communication consultancy, training, and
is the source of all Crestra IPR such as
planning tools and proprietary research
How we approach
BRAND COMMUNICATION
Its a GUT FEELING because people
are emotional, intuitive beings
Its a PERSONS gut feeling,
because brands are defined by individuals,
not companies, markets, or the public
at CRESTRA we follow the
EXPECTATOR WAY
I = a holistic person = active individual
= Expectator > consumer
consumer behaviour towards a brand and category is
shaped by the rewards expected from it. This
expectation is shaped by their PERCEPTIONS.
these perceptions emanate from attitudes and beliefs
which are strongly influenced by our culture, society,
values and communication media. Of these, it is
COMMUNICATION MEDIA that has the greatest
potency to influence consumers in the short term
its our way of looking at consumers holistically from 360
degrees as an individual with values and dreams
the EXPECTATOR WAY is an actionable theory facilitated by a
suite of thinking tools that are easy-to-use and robust
which together comprise Crestras proprietary process:
branDNAvigator
we are all EXPECTATORS: expectations created by
being communication media spectators
behind all big ideas is a big
CONSUMER INSIGHT
creativity comes from ideas
we believe that in an age of converging and easily
copied technology; CONSUMER INSIGHT will be
the key to competitive advantage over the next
few years
not only does a good insight build a stronger
relationship with consumers it acts as an
inspiring platform for CREATIVE IDEAS
the problem with insights is that people do not tell
them to us.We have to discover them. We do
not think the answer lies in the latest, glitzy new
research methodology.
our approach is different
We ask new and provocative questions: to you,
your consumers and to the knowledge you
already have
because from deeper, stronger questions come
deeper, stronger INSIGHTS
Brand-building is a
COLLABORATIVE PROCESS
Like building an iconic
structure, building a
brand is a
COLLABORATIVE
project
at CRESTRA we build brands by
COLLABORATING with our CLIENTS
we reject the consulting approach which says
we know and you dont.
we reject the view that consumers can tell you
what to do as Henry Ford said If I had
asked the consumer what they wanted , they
would have said a better horse
no one knows a brand better than those who
work with it everyday. If they look at their
brand and consumers in NEW WAYS, they will
find the answer themselves
we bring the outside world to the team so they
see the brand and its consumers from a new
viewpoint. It helps us look at the brand from
new perspectives and from new perspectives,
NEW INSIGHTS AND IDEAS emerge
the ANSWER LIES WITHIN
and we think together with
our clients to find it
We believe that brand communication must go
beyond positioning to a tangible ONE VOICE
creative expression before starting
downstream integrated marketing
communications.
We reject the current practice of assuming that
the consumer will necessarily learn about the
brand story in a sequential manner starting
from breaking the story in the most
expensive media to the least expensive one.
The consumer is living in a dynamic digital
and mobile world and encounters media
depending on their convenience.
so the creative expression for the brand must
be both media neutral and unified in creative
conceptualization. Only then can its integrity
be assured as it expresses itself across
various touch points
this is what is so different between
CRESTRA and current practice
our difference is INTEGRATED CREATIVE
INTEGRATED
CREATIVE
We offer a unique 360-DEGREES brand
management system for our clients that result
in creating winning brands
With an Integrated Creative approach to the
brand communication needs of all activities
related to branding
Enabling clients to have a
SINGLE BRAND AND CREATIVE CUSTODIAN
ensuring a consistent and comprehensive
interface between brand and consumers
across every touch point
we are PROUD of the company
we keep
and PASSIONATE about the
brands we create
We are the CREATIVE AGENCY-OF-RECORD for:
BWI Educon
DLF Utilities
Franchise India
Global Indian International School
Haier
HeadHonchos (ABC Consultants)
IPSA Labs
Indiatimes Shopping.com
Ozone Overseas
Prakash Retail
PNP Retail
Ricoh
Sharp
World Gold Council (Investment Products)
We have done MEMORABLE WORK for the following clients:
Businessworld
Religare
Tata International
SRL Diagnostics
Blackberrys
OCM Limited
Blossom Kochhar Beauty Products
Outlook India
Living Media
Digital Entertainment Networks
Uppals
Minda
Reliance Money
Akai
DuPont