Raymond signs up StrawberryFrog for its creative duties

After a nearly four-month-long multi-agency pitch, suiting & shirting

brand Raymond has handed its creative duties to StrawberryFrog. 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 design related work.

The brand enjoys a 60 percent share of the Indian market and invests around Rs 35 crores on advertising. Raymond is known for its campaign with the tagline — ‘The Complete Man’ coined by Nexus Equity in 1992. The Raymond account had then moved to RK Swamy in 2002 and remained with the agency ever since. In June 2013, RK Swamy lost the media business of Raymond to Madison Media, following a multi-agency media pitch. RK Swamy did not participate in the pitch invited from advertising agencies, wherein Publicis Worldwide, Taproot and Grey India were said to be eyeing the account.

The company would continue with the iconic ‘The Complete Man’ tagline making it part of its future advertising and branding strategy. The Raymond brand started advertising in the 1950s, targeting the premium end of the market, which then shifted to a common man.