Reliance ADA Group (R-ADAG) has decided to review its media duties. Industry sources divulge that the corporate major has initiated dialogue with several agencies to explore the possibility of working together. Even as no official confirmation was available at the time of filing the report, sources inform that the likes of Madison Media have already backed out because of their current clientele.
R-ADAG’s media at present is with OMS, the media arm of Mudra. The account size for the group is pegged at a massive Rs 400-500 crore.
The media duties would involve all ADAG businesses that range from Reliance Infocomm, Reliance Energy, Reliance Capital to Reliance Life Insurance and everything in Reliance Entertainment that is inclusive of Big FM, the forthcoming businesses of home entertainment and motion pictures, music labels and even DTH. This is the first time that the group is looking at an external agency for its media duties.
As is known, on the creative side, Reliance ADAG works with almost seven agencies. On the communication side, ADAG’s biggest agency is Leo Burnett and on the finance side, it is JWT. Mudra is only one of the seven agencies.
Sources inform that in a similar fashion, the media duties too can be either divided between a few agencies that may include OMS, or be given to any one agency, which may not even be OMS. At the same time, R-ADAG may begin by giving projects to different agencies.
A senior resource said, “It’s still early days for this to be called a ‘traditional’ pitch but R-ADAG is talking to other agencies for its media.”