Bates Enterprise wins Emaar-MGF’s real-estate account

Following a multi-agency pitch, Bates Enterprise has won the creative duties for real-estate developers, Emaar-MGF. There were three other agencies in the fray.

Although the exact size of the business couldn’t be ascertained, industry sources estimate it in the range of Rs 4-5 crore.

Emaar MGF is a 60:40 joint venture between the Dubai-based Emaar Properties and the Delhi-based MGF Group. The joint-venture company plans to promote a US$ 833 million integrated township project in India.

As the company has recently launched its first project, it has, also for the first time, hired an advertising agency to handle the creative duties.

Confirming this development to agencyfaqs!, a senior executive from Emaar-MGF says, “We decided on Bates Enterprise because they delivered the right creatives, just as we had envisaged.”

Alok Agrawal, branch head, Delhi, Bates Enterprise, says, “In terms of communication, we will focus on building a corporate equity for the brand and sustain advertising for various projects initiated by the company.”

He adds, “We will adopt a multi-media platform to advertise the brand.”

Recently, Bates Asia, which is a part of the WPP group, acquired a majority stake in Enterprise Nexus Communications.

The new entity has been renamed Bates Enterprise (Bates India and Enterprise Nexus merged into one agency).

As per the deal, Bates Asia will hold a 57 per cent stake. It has bought around 40 per cent of its stake from Lowe and the remaining 17 per cent from Enterprise Nexus.Another 17 per cent stake, currently with Enterprise Nexus, will move to Bates Asia in the next two years.

© 2005 agencyfaqs!