Two other agencies – Mercantile Advertising and Quantum Advertising – along with JWT have been empanelled for the Commonwealth Games communication duties following a multi-agency bidding process. The account size is pegged at Rs 300 crore spread over three years. Sandhya Moolchandani, Communications Adviser, CWG, has confirmed the news.
The account was won after a three-month long pitching process. The Commonwealth Games will be held in Delhi in 2010. Moolchandani informed that all the three agencies would be called upon to come up with creatives for the various campaigns, and merit alone would count.
Said Rasesh Shah, Brand Planning Director, Mercantile Advertising, “This is a very exciting business for us. The Commonwealth Games will in many ways kick-start a sporting renaissance in a country where only cricket dominates.”
Shah added, “Mercantile will help the organising committee (OC) deliver the best Games ever and ensure that this edition sets a precedent for all future CWG editions.”
Neha Shah, Director, Mercantile Advertising, said, “What really worked for us was our fresh approach to ideation. Mercantile has a very young and effervescent team, and as a result, our ideas were not archaic and were more with it. Our thought process evidently seemed more appealing to the youth as we can totally relate to them. This was very much appreciated by the OC.”
Mercantile will handle the complete gamut of brand building activities for the CWG.
It has in-house facilities to cater to complete 360-degree brand solutions.
Neha Shah informed, “We have already done the media planning and buying for the 1,000-day countdown event for the Commonwealth Games in January 2008. The mix included press, outdoor and radio.” Rasesh Shah added that the media duties for the 1,000-day countdown campaign were handled by Mercantile.
Neha Shah added that the Queen’s Baton relay was the next programme that Mercantile was working on. “The Queen’s Baton relay is one of the many milestones that we will be working on all the way up to 2010. We are looking forward to presenting a complete package,” she said.
At the time of filing this report, details were not available from Quantum despite several attempts to contact the agency.
JWT wins bid for Rs 300-crore Commonwealth Games account