Export Credit Guarantee Corporation (ECGC) is celebrating its golden jubilee year and, following a multi-agency pitch, the organisation has decided to partner with Euro RSCG for its complete advertising requisites. While Euro will look after the creative, MPG will handle the media. Informed industry sources claim ECGC is looking at significant spends during the year on account of the golden jubilee celebrations and the figure is expected to be in the region of Rs 8-10 crore.
Both ECGC and the agency refrained from offering any comments at this stage as the final agreement is yet to be signed. However, sources divulge that work has already begun on the business at the Euro RSCG, MPG offices. The pitch was led by Euro RSCG’s Pradeep Chak.
ECGC is in the process of finalising various steps that it would be taking in the year to further strengthen its corporate identity in the India market and would be making media announcements in this regard on August 1, 2006.
It is learnt that the thought process behind the media campaigns would be to state that ECGC is almost a necessary aspect for any industry in the sphere of exports. The creative campaign would communicate the assurance on return on investment to industries in the export arena.