Earlier this month, CavinKare moved out of the AoR (agency of record) system and decided to award its business to agencies on the basis of projects. In a sense, Ogilvy India winning the adidas 2010 campaign was also project led. Similar examples were seen last year as well when TVS Motor Company called a creative pitch for its new projects and Bajaj Allianz Life assigned work to Percept on a …

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