McCann Erickson to handle Park Avenue’s creatives

Park Avenue’s creative duties will now be handled by global

advertising agency McCann Erickson. The brand’s business will be taken care of by the Mumbai branch of the agency. Park Avenue had initiated a search process a few months ago. Following which it received applications from various agencies. The current agency which is managing the account is Bates. The mandate for the brand’s grooming range lies with Publicis Ambience.

Raymond launched Park Avenue in 1986 to offer men `Complete Wardrobe Dressing Solutions`. The brand name Park Avenue was influenced by an elite high street in Manhattan. Park Avenue is one of the most prestigious brands in Raymond’s apparel portfolio. Today, Park Avenue is one of the leading men’s readymade garment brands in India. In 2007, it also launched a women’s range in 2007 to cater to the need gap in the women’s western formal wear space.

Currently, the creative duties for Raymond is been handled by R K Swamy BBDO. TBWA Mumbai was added to Raymond’s creative roster last year. In December 2010, Raymond had consolidated its entire media planning and buying with the R K Swamy Media Group. The agency now handles the media duties for Raymond, Park Avenue, Parx, ColorPlus, J K Helene Curtis and J K Ansell. Earlier, the agency held the media mandate only for the Raymond brand, the media duties for all the other brands were handled by Starcom MediaVest and Dentsu Media.