Having donned a new identity with ‘Whatte Fun’ last year, Radio City is now looking to give a fresh impetus to its communication. For this, the FM player has assigned its creative duties to Bates 141. No pitch process preceded this move. The account size is pegged upwards of Rs 10 crore. The incumbent on the business is Meridian.
Bates 141 will now manage all aspects of brand communication for Radio City, which includes account planning, strategy development, creative development and below-the-line initiatives.
Commenting on the development, Rana Barua, National Head – Programming and Marketing, Radio City, said, “Having set up our ‘Whatte Fun’ stations with focussed and crystal clear strategy, 2008 is clearly the year of consolidation for us. We’re investing significantly towards a lot more city-specific strategy in each of the cities. With Bates 141 on board, the idea is to translate these insights to give a creative edge with some dynamic and clutter break advertising.”
He further said that Bates was one of the agencies that had made it presentation to Radio City in the pitch that was called last year, when Meridian was taken on board. “Bates had made a great pitch too, and they have stayed interested in the business in the last year. This is why we decided to partner them when we were re-looking at our creative agency, given the change that we had brought in our positioning and overall strategy,” Barua explained.
Meanwhile, in a prepared statement, Subhash Kamath, Group CEO, Bates 141, said, “Radio is one of the most exciting entertainment mediums today, and Radio City is one of the premier brands, playing some of the best music in the country. We’re proud to partner them and take this brand to new heights. It provides terrific challenges not just for advertising, but also in terms of brand activation and events. So, we are looking forward to working on a full 360-degree campaign for the brand.”
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