One of biggest account stories of the year happened on a day when most offices were closed on account of Raksha Bandhan. Bharat Sanchar Nigam Ltd (BSNL) on August 9, 2006 declared the names of agencies that would be handling its media and creative duties.
Media Direction, the media services group of RK Swamy BBDO, which is on a roll these days, bagged perhaps the largest media business awarded so far this year. BSNL, having concluded the evaluation of shortlisted agencies for its advertising business, chose Media Direction to be its media AOR. The business is estimated to be worth a whopping Rs 80 crore.
Later in the day, news came through that BSNL had appointed Grey Worldwide and Euro RSCG to handle its creative duties. While Euro RSCG would handle the telecom behemoth’s bfone (landline) and broadband business, Grey Worldwide would handle its corporate and cellular phone business CellOne.
The size of the creative business is estimated to be Rs 70 crore, with Grey handling Rs 40 crore and Euro RSCG getting Rs 30 crore.
Media Direction COO, S Yesudas, is elated. Confirming the news to exchange4media, he said, “Yes, we have received the official communication from BSNL. This is a huge victory for us. I believe this is the result of our product, passion and the value proposition put forward by us to BSNL.”
Yesudas informed that the business would be handled out of Media Direction’s Delhi office and overseen by K Satyanarayana, General Manager, Media Direction, and supported by all other offices of the agency. “All our people are really raring to go. Our endeavour would be to add tremendous value to the communication process of BSNL,” he added.
Media Direction has been in the news lately with the launch of its digital communication arm, Digital Direction, and relaunch of Media Direction with a new corporate identity.
Regarding the agency’s future direction, Yesudas explained that it had identified three strategic corner stones – clients will be the agency’s ambassadors, it is a place where professionals can thrive, and striving for industry leadership. “We have embarked on a renewed process to achieve this and all our people are being aligned to this. We are now emerging as a very strong and solid player in the media business. Our emphasis is on ROI for clients. We have aggressive growth plans for the future.”
Among Media Direction’s clients are major advertisers like Visa, Birla Sun Life, Mercedes Benz, Raymond, Sara Lee, Videocon, Ministry of Tourism, State Bank of India Group and Hawkins.
Senior sources at Grey and Euro said that work on the BSNL account would begin in a week’s time. The agencies would be working towards a 360-degree communication, which includes print, TVC and outdoor. Grey will also work closely to build the corporate image of BSNL. The telecom giant had launched its corporate campaign three years ago.
The two agencies were selected following a multi-agency pitch that took place a month ago. The shortlisted agencies for the basic telephony and corporate business were RK Swamy BBDO and Pressman, apart from Euro RSCG and Grey Worldwide.
BSNL appoints Media Direction as AOR for Rs 80-cr media business
Grey Worldwide and Euro RSCG to handle its creative duties
BSNL shortlists agencies to handle creative & media duties for Rs 70-cr account