The Times of India Group is in the midst of adding another agency to its existing roster of agencies. It is learnt from sources that a review is being done currently to bring in a creative agency to work specifically on the soon to be launched ‘Delhi Mirror’. To put things in perspective, Leo Burnett is the creative agency for ‘Mumbai Mirror’.
The new agency is expected to take care of the creative business as most of the media buying and selling is handled by TOI’s in-house team.
When exchange4media contacted Rahul Kansal, Brand Director, The Times of India, he said, “It is true that we are looking to strengthen our creative team by adding another agency to our repertoire. However, this move is not targeted at any particular product. The appointed agency will work across the brand including new products and the existing one as and when required.”
Elaborating on what Times Group was looking for, Kansal said, “Our decision has never been agency specific but always been guided by individual talent behind the agency, be it our choice of Shop because of Freddy Birdy and Naved Akhtar, K-Factor because of Shivjeet Kullar, Leo Burnett because of Agnello Dias (he has since moved to JWT) and Bates Enterprise because of Mohammad Khan.” It may be added here that after Dias moved to JWT, the thematic brand communication duties for The Times of India has moved to Fortune Communications, which is JWT’s second agency.
Kansal, however, was not ready to divulge further details, saying the development was still at a nascent stage. But he added that a decision on the new agency was likely to happen within 7-10 days. As for the total spend on advertising, he refused to put a figure saying that the bulk of the advertising would focus on print and would be placed in various Times Group publication and properties.
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