The pitching season is continuing. Following many major corporates, Reliance Communication, too, has been in the process of shopping for a media partner. After completing a quiet multi-agency pitch, the telecom major has decided to divide its business between two media service brands – OMD and MEC.
Sanjay Behl, CEO, Reliance Big TV and Group Head - Brand & Marketing, Reliance Communications, confirmed the development to exchange4media and explained that as Reliance Communication had crafted a new vision for recent times, the need was for similar thinking partners.
He said, “We were on the lookout for media partners that could have acted as enablers to achieve our new vision, and decided on OMD and MEC for that.”
The incumbent on the business was Mudra Max. The pitch had also seen the participation of MediaCom.
Reliance Communication has handed the wireless data, which includes Reliance Connect cards and the DTH side of the business, which is Big TV, to OMD. The wireless voice, including Reliance’s CDMA and GSM services and the 3G business as well, has been handed over to MEC.
Both MEC and OMD have seen a very robust 2010 so far. The addition of Reliance Communications further adds to the strong wins that the agencies have had in the year. Where OMD has added Multi Screen Media, Parryware Roca, Hindustan Pencils, Cotton World, Ferrero Group, Venus Water Heaters and Sangam India in the year so far, MEC has won Zee Entertainment Enterprises Ltd, Mercedez-Benz, and the move of Colgate Palmolive media biz to the agency.
Meanwhile, results of the creative pitch for Reliance Communications are expected soon.
JWT, DDB Mudra, Grey in final race for Reliance Communications’ GSM & CDMA mobile biz