After months of wait, the verdict is finally out. M&C Saatchi will handle the creative duties for Jet Airways, in India as well in international markets. The aviation major had called for a pitch in August last year after its erstwhile agency Network Advertising had parted ways with the airline. Network had been handling both creative and media for Jet for six years. The size of the business is estimated to be upwards of Rs 60 crore.
What goes to M&C Saatchi’s credit is that it is a rare case of an Indian agency bagging an account globally. With this win, M&C Saatchi would be working on the Jet account in all the international markets. Among them are UK, USA, Hong Kong and Singapore.
It is learnt that Jet's intentions to actively advertise in these markets -- unlike its strategy earlier that concentrated only on India -- is also a reason for the increase in the advertising budget.
At the time of filing the story, Jet officials were not available for comments. However, sources close to the situation inform that the official appointment of the agency took place on Monday, January 22, 2007, and that the media agency would be decided by next weekend.
It can be recalled that M&C Saatchi’s experience in handling another airline client, British Airways (BA), probably went in its favour. BA has since then moved to UK-based Bartle Bogle Hegarty (BBH), which handles the creative duties for it worldwide.
Jet Airways calls for pitch for Rs 50-crore advertising account