Times Business Channel has finally zeroed in on an agency to take care of its creative responsibilities. Leo Burnett has been handed over the mandate on a fee basis. The account size could not be established as most of the media requirements of the channel would be fulfilled in-house.
Among others who participated in the pitch, as per sources, there were JWT, Lowe and Contract.
As per the sources, plan is not only to extensively use The Times Of India and The Economic Times, but also to extensively use niche media.
The channel, expecting launch in the first quarter of 2005, has aggressive plans to make its presence felt in the cluttered news category – a large network of news reporters no doubt would be an advantage for the channel who plans to speak people’s language.
As one would remember, Times Entertainment channel, Zoom had assigned creative responsibilities to Lemon Communications a couple of months back.