Following a multi-agency pitch, Union Bank of India has assigned its media mandate to Lintas Media Group. Motivator was the incumbent agency. Industry sources have pegged account size in the vicinity of Rs 80-90 crore. LMG will be handling all media across TV, print, OOH, radio and digital.
Besides LMG, the other agencies in the fray for the business were Mudra Max, TME, Media Direction and incumbent agency Motivator. There is no change in the creative mandate.
Confirming the win, Himanka Das, Vice President, Lintas Media Group, said, “We are proud to have Union Bank of India as part of the prestigious clientele and we would love to partner them in their vision towards aggressive growth in image and stature in the banking space. This is also a reassurance of our ability to showcase differential thinking ability to provide media solutions, keeping in mind of consumer touch points and the business at the core. The team is excited to take on the challenges.”
It is understood that the media agencies were evaluated on their credentials, understanding of consumer and generating consumer insights, understanding of the industry media planning skills combined with buying capabilities, innovations in the media and non conventional media capabilities.
Union Bank of India is amongst the first few PSU banks to bring in image change and showcase how technology can change banking convenience to the customers.