MUMBAI: Tata Sons, the principal investment holding company of the Tata Group, has appointed JWT as the creative agency for its global brand campaign.

The campaign will seek to present three core messaging corridors about the Tata brand – Tata is global, Tata is trustworthy and Tata is a good corporate citizen.

The account was awarded in a pitch process that attracted some of the best-known and largest agencies in the world. JWT’s London, New York and Mumbai offices worked together to win the pitch.

“This is an extraordinary time for the Tata brand,” said JWT global president Gustavo Martinez (and 2015 incoming chairman and CEO). “This is one of the great corporate stories that deserves to be better known and understood across the globe. 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.”

Brand Custodian and member of the Group Executive Council for Tata Sons Mukund Rajan said, “We are delighted to be entering into this partnership with JWT, which has a proud history spanning 15 decades of creative success. 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.”