Airfreight Limited (AFL), an integrated logistics company, is on the lookout for a new agency to handle its estimated Rs 4 crore advertising account. The mandate involves both creative and media duties.
Ambience used to service this account earlier, but it has in recent days surrendered this piece of business. The agencies invited include SSC&B and Triton.
AFL evolved from being a specialised cargo agent to an integrated logistics solutions provider. The customers and their needs are described, as well as the way AFL has organised its operations.
AFL is examining its internal resources and capabilities in order to achieve two organisational goals: (i) to clearly identify and make an impact on the market for an integrated logistics service and (ii) to gear up for the physical and organisational infrastructure.
AFL has not been much in the mainstream media because it's primarily looking at a B2B segment. Its communication has mostly been via specialised magazines and below the line.