Sony Entertainment Television (SET) India is in the process of reviewing the creative side of its business. The media major has had Euro RSCG as a creative partner for the last four years. The review processes are complete and a decision is expected soon. The agencies in the fray, in addition to the incumbent Euro RSCG, include JWT, Leo Burnett and McCann Erickson.
Albert Almeida, SET Max’s Business Head, maintained that the need for calling a pitch had no reflection on the present agency. “We’ve had a long relation with Euro RSCG and they have done some fantastic work for us. However, in the past few years we have grown in scale. Not only have the needs of the individual channels changed, but there are new channels added to the group as well. Keeping this in mind, we needed to re-visit the creative strategy of the channel’s communication.”
He further said that SET could even finalise on two agencies if that was what the team taking the decision felt was required for the Group’s communication. Much of the processes of the pitch have completed and Almeida was clear that no other agency would be entertained for this pitch.