Following a long-awaited pitch call, it is learnt that Zee Entertainment Enterprises Ltd (ZEEL) has decided to retain incumbent agency Draftfcb Ulka its creative AOR.
There was no official confirmation forthcoming either from the client or the agency on the decision at the time of filing the report, however, senior sources close to development have confirmed the development.
As per industry grapevine, it is learnt that the other strong contender for the business was Rediffusion Y&R. However, the management decided to retain its incumbent agency since it had already been working work on the business for quite some time now.
It may be recalled that in September 2010, McCann Worldgroup TAG had bagged the creative duties of Zee Network’s Hindi news channel Zee News. The incumbent agency for Zee News was Draftfcb Ulka Delhi.
ZEEL had changed its media agency in January 2010, when they appointed MEC India as media AOR. The media business, too, was put on a multi-agency pitch.
ZEEL is a subsidiary of Essel Group and includes brands such as Zee TV, Zee Cinema, Zee Premier, Zee Action, Zee Classic, Ten Sports, Zee Sports, Zee Cafe, Zee Studio, Zee Trendz, Zee Jagran, Zing, ETC Music and ETC Punjabi. Zee has interests in the film production space and operates under two brands – Zee Motion Pictures and Zee Limelight.