Top Story

e4m_logo.png

Home >> Advertising >> Article

SAIL on lookout for creative agency; calls for pitch for Rs 12 cr business

07-February-2007
Font Size   16
Share
SAIL on lookout for creative agency; calls for pitch for Rs 12 cr business

Steel Authority of India Ltd (SAIL) is on the lookout for a creative agency. It is learnt from reliable industry sources that the steel giant has invited credential presentations from close to eight agencies if not more. At the time of filing the report, it was learnt that McCann Erickson, RK Swamy/BBDO, Saatchi & Saatchi, Mudra, Lowe, Leo Burnett and Grey are in the fray. The size of the business is indicated to be in the region of Rs 10-12 crore.

The names of some of the other participating agencies could not be ascertained. The presentations will take place in two batches spread over this week and the next.

SAIL has not been active with its advertising in the recent past, but it seems that the steel major is gearing up and will probably be more visible through its communication. Till now, SAIL has been present through sporadic advertising and relies on most of its old creatives. Its search for a bigger agency signifies its bid to be present more aggressively in the consumer mind.

It could not be ascertained whether SAIL, like most of the bigger PSUs, would settle for a panel of agencies on its roster or just go with one.

It might be recalled that SAIL was a major advertiser on television in 1996 with its celebrated creative done by Lintas with the tagline ‘There is a little bit of SAIL in everybody’s life’. The primary function at that time was to create brand recall.

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...