Tata Sons, the promoter of major operating firms of the Tata Group, has roped in JWT as creative agency for its global campaign to promote the Tata brand.
"It is the Tata group's vision that by 2025 the Tata brand will rank amongst the top 25 most admired corporate and employer brands globally, and this requires the group to invest in explaining to stakeholders around the world who we are and what we stand for," a Tata Sons spokesperson told PTI.
The global brand campaign will seek to present three key points about the Tata brand of a being global, trustworthy and good corporate.
"About 67 per cent of the Tata group's USD 103 billion turnover is generated from countries other than India. It is our view that knowledge and understanding of the Tata brand must match this international footprint of the group," the spokesperson added.
Commenting on the development, JWT Global President Gustavo Martinez said: "We look forward to harnessing JWT's expertise to make sure that global markets recognise the extremely successful values-driven organisation that the Tata brand represents.
"This is an extraordinary time for the Tata brand... This is one of the great corporate stories that deserves to be better known and understood across the globe, he added.
Mukund Rajan, Brand Custodian and member of the Group Executive Council for Tata Sons, said, "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."
The account was awarded in a global multi-pitch process. JWT's London, New York and Mumbai offices worked together to win the pitch.