Holmes Report 22 Feb 2017 // 9:32AM GMT
MUMBAI — Mattel is reshaping its marketing communications approach in India, bringing in Weber Shandwick to oversee a brief that covers creative, digital marketing and corporate reputation.
Weber Shandwick takes charge of the assignment following a competitive review. Mattel previously split the business among a number of agencies, including Perfect Relations, Saatchi & Saatchi, Flarepath and Ogilvy.
The account covers all of Mattel's brands, including Fisher Price, Barbie and Hot Wheels, and requires Weber Shandwick to integrate the company's creative, digital, social and traditional forms of communication.
"India is a growing market for Mattel and our consumers and shoppers both are unique here compared to any other market around the globe," said Lokesh Kataria, head of marketing at Mattel Toys.
"With changing media consumption habits and evolving consumer trends, we were on lookout for a partner who can work with us for effective, engaging and immersive communication to Indian audience, especially millennial moms. Weber’s strategy to address this growing audience stood out amongst the other agencies that participated in the pitch process."