Tata Teleservices is re-evaluating its creative mandate, and the company intends to keep the process only between the agencies that it has worked with. While this realignment includes only the roster agencies Contract Advertising and DraftFCB Ulka, it is learnt that McCann Erickson too was invited to make a presentation. It may be recalled that McCann Erickson has worked on the business three years back.
The evaluation is only for Tata CDMA, Tata Photon and Walky businesses.
When contacted, Lloyd Mathias, CMO, Tata Teleservices Limited informed exchange4media that there was no official pitch called for this. He said that the company has been re-evaluating its creative business between the roster agencies but he did not divulge any further details.
The re-evaluation follows the merging of Tata Teleservices (Maharashtra) Ltd. (TTML) and Tata Teleservices Ltd (TTSL) under one umbrella. Until now, Contract Advertising handled the TTSL business, which included the CDMA -- Tata Indicom and Tata Photon. DraftFCB Ulka handled TTML and GSM (Docomo).
It may be recalled that in April 2008, Tata Indicom had reviewed it creative business and had invited six agencies for the pitch. Following the pitch, Tata Indicom had awarded to Contract Advertising. DraftFCB Ulka was then the incumbent agency which had won the account from McCann Erickson in 2007.
There would be no change in the media mandate, which is handled by Lodestar Universal.