It’s been a hectic year of activity for Rediff. After Bharti and Zee AORs shifting out, in came the mammoth TATA business and now courier company DHL has chosen the agency for its marketing communications.
According to sources familiar with the agreement, the account is expected to be close to Rs 6 crore. Contract was handling the DHL account before it shifted to Rediff. The changeover occurred in late April.
Three agencies were in fray with current incumbent Contract, O&M and Rediffusion. On condition of anonymity an official at Rediffusion told exchange4media, "DHL was looking for an agency which would understand their marketing strategy and had a solid creative base. There were two rounds for evaluation. The first round was a strategic round and the second for creative and both the rounds were individually scored." Rediffusion emerged with the highest scores in both the rounds and thereby won the account.
exchange4media tried contacting key executives involved in this decision at DHL for their comments but none was available.