Tribal DDB India has made a significant win by bagging British Telecom’s online branding account. This win is expected to generate revenues in excess of $1 million for Tribal DDB India.
Interestingly, Tribal DDB was the only Indian agency to be shortlisted to pitch for this account. There were seven global agencies that pitched for this business. The list included prominent names like Wunderman, Organic and MRM.
While Tribal DDB India is now responsible for British Telecom’s online branding, other strategic partners for this account are Y&R for above-the-line, Ogilvy for Direct and Zmedia for online advertising.
British Telecom had decided on the agencies based on several parameters such as creative ideation, cost, capability of executing a project of this size, appreciation for the medium, and brand strategy thinking.
No one was available for comments from Tribal DDB India and British Telecom at the time of filing this story.