Just about all kinds of stories have made rounds in the media circuits on the agencies partnering with Reliance Communication for its mobility and direct to home brands. Putting all speculations to rest, RComm officials have informed that they are closely following the ‘club-agency’ concept with every business assigned a lead agency. The lead agency handles the everyday functioning of the business that accounts for 75 per cent of the work. The support agency is brought in only for any strategic campaigns.
Sanjay Behl, Head, Brand and Marketing, Reliance Communication, said, “We follow the club agency concept and we have four agencies on our roster – Mudra, Leo Burnett, Cartwheel and Tribal DDB. For each of our businesses, we then have a lead agency and support agencies.”
He informed, “The lead agency for Reliance Mobile is Cartwheel and the support agency is Leo Burnett. The lead agency for Big TV is Mudra and Leo Burnett is the support agency on that business. Leo Burnett is the lead agency for Reliance Global and Tribal DDB is the support agency there. Also, Mudra is the lead agency for Reliance Corporate account. We do not have any support agencies there.”
Elaborating further on the need for a support agency, he said, “There are situations when you want to share the advertising brief with more than one agency. That is where the strategic agencies come in the picture. The complete on-going work and all the day-to-day work is done by the lead agency.”