Law & Kenneth has been appointed as the creative agency by Spencer’s for its in-store labels like Smart Choice. Prior to this, the account was handled by Grey, Kolkata. The account was won after a multi-agency pitch from various advertising agencies.

Confirming the news, Jiten Bhagat, Vice-President, Law & Kenneth Kolkata, said, “We are going to be their communication agency and will come up with strategy and communication solutions for new private labels from Spencers.” He further added, “We are not doing any mass media, but we will be doing a lot of in-store activities. We will be working on their food and non-food business.”

Sanjay Gupta, vice-president, general merchandise, Spencer’s Retail, said, “We aspire to take the private label to the next level. An understanding of this part of the business brings out that apart from high quality products, it is extremely essential to look at high quality packaging. Packaging has a huge rub-off on the quality of the product. Law & Kenneth has been roped in considering its design capabilities, which will help work on the packaging bit.”