One of the major pitches of recent times has finally seen culmination. Sony Entertainment Television has decided on its creative partner. The media major has added Leo Burnett to its roster to handle flagship channels SET and English movie channel PIX.
Euro RSCG, which has so far been looking after all the four channels, has been retained for Hindi movie channel MAX and Sony’s recent acquisition SAB. Industry sources expect the business of all four channels to be upwards of Rs 30 crore. While Albert Almeida, Business Head, MAX, did not confirm or deny the account size, he has confirmed the decision on these agency partners.
Commenting on the way forward, N P Singh, COO, SET India Pvt Ltd, said, “Given the dynamic and challenging environment and the networks aggressive growth plans, we were looking at shoring up our creative resources. We believe that Leo Burnett and Euro RSCG with their pool of creative resources and energy will help us grow our creative leadership.”