Essar Spacetel is in the process of finalising an agency for its creative duties. Following a multi-stage pitch, a decision on the same is expected soon. Essar officials explain that even as the account size hasn't yet been decided, it would be keeping competitive spends of the telecom sector in the mind.
The pitch processes were called last month. The telecom player had begun with eight agencies. After the preliminary round of presentations, a shortlist of three agencies was made.
"We have completed with the processes and we will take a decision soon," said Arun Batra, Chief, Marketing and Sales. "We are bringing the telecom brand and we are going to be aggressive. Before that, we want apt partners in our communication with the consumers," he said.
Explaining more on the reasons behind the pitch, he said, "The telecom sector is a very competitive one. The wars happen at all levels and it is important to have an effective communication if we want to make our place in the consumer mindscape. Our expectation from the agency is to understand our vision and marketing objective and deliver accordingly."
Our typical marketing budget is usually 10 per cent of the topline spend
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