Though CNN-IBN made a rather quiet launch on December 17, 2005, the intention going forward is definitely not to remain quiet. Thus, in order to make the right kind of noise and quickly build the CNN-IBN brand, it has appointed MindShare as its media agency. While confirming the news, Dilip Venkatraman, Director-Marketing, CNN-IBN, refused to divulge the size of the media account beyond saying “it is substantial”.
Said Venkatraman, “MindShare has a great record of doing good work. We have taken them as partners and are going to work on a marketing mix. It is going to be an evolutionary process and no hard and fast rules will be applied to our efforts in building the CNN-IBN brand. It will be work-in-progress.”
On the win, Vikram Sakhuja, Managing Director, Mindshare South Asia, stated, “The news sector is one of the most vibrant sectors in media today. And we are delighted to have opportunity to partner with CNN-IBN.”
Added Sundar Raman, GM, Mindshare, New Delhi, “At a time when news channels have become large businesses, we are certain that we will be able to build a distinctive media brand in the relatively cluttered news sector.”
To take care of the creative duties, the channel already has David (earlier rmg david) as its creative agency. The recently launched English general news channel has so far not undertaken any kind of marketing activities, but the thrust surely will be on the outdoor and print space with equal support from television advertising.