It is over a couple of months since the pitch and the UTI Mutual Fund decision on their media AoR is finally out. The Rs 35-crore account has moved to Insight, Initiative’s new media services division. Creative responsibilities of the company continue to lie with FCB Ulka.
To put things into perspective, UTI Mutual Fund had called for a pitch in October. Early December, the pitch moved to round two. Obviously UTI took its time in deciding who will handle its media responsibilities. And with the top agencies involved, the decision must have been a difficult one at that.
As per the agency, UTI decided to consolidate their media investments and chosen Insight after hearing six different presentations and an elaborate analysis of the proposition each of them had to offer. Remarks, Executive Vice President, S Yesudas, “I am sure UTI would have liked our approach and passion. Our value proposition was compelling enough for them to consider us. Insight will act as their communication consultants and not just a media AOR.”
For Insight, the win is a special one also because it coincides with the official announcement of the division’s launch. This is the first win of the division and pegged at Rs 35 crore, it is an important win at that.
Yesudas adds, “For UTI, our role will be to aid the overall communication process which will include a say in the final communication design, the creative product. This is the future of media and hence we are making the necessary investments today as the leader”.
As for Insight, new entity he would be heading, states, Yesudas, “I have been nurturing a dream that media specialists have the capability to do much more than regular media planning and buying and can be largely accountable for the overall communication process rather than the accountability of ensuring a pre plan media objective is met in the post implementation analysis. I believe with the knowledge, experience, research and necessary tools, media specialists who are willing to make long term investments with a clear vision ahead, can lead the communication process and that’s my dream through Insight. Insight as the name suggests, is a culmination of experience and knowledge”