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The size of the business is estimated to be medium sized, Rs 5-6 crore, but it’s certainly a prestigious and challenging brand to handle
A few weeks ago, Bates Enterprise moved back to the old Bates office on Bahadur Shah Zafar Marg in Delhi. It seems that proximity to ‘The Times of India’, the office of which is also on Bahadur Shah Zafar Marg, has worked in its favour. The agency has bagged the creative duties for Metropolitan Media, the 50:50 joint venture between HT Media and the Times group.
Metropolitan Media plans to launch a tabloid early in 2007. The size of the business is estimated to be medium sized, Rs 5-6 crore, but it’s a prestigious and challenging brand to handle.
The account landed in Bates Enterprise’s kitty following a multi-agency pitch. The names of the agencies couldn’t be ascertained, but it is learnt that quite a few leading agencies were in the race for the business.
Alok Agrawal, executive vice-president, Bates Enterprise, says, “The concept of a tabloid hasn’t been very successful in Delhi. So, we plan to look at this entire category from a fresh perspective, rather than just push the brand.”
Bates Enterprise’s presentation was both creative and strategic and made use of its proprietary tool, Change Point Planning. The presentation also involved many activation ideas.
The deal between Bates Enterprise and Metropolitan Media was signed on December 5, 2006. The two parties will now sketch the further plan of action for a multimedia campaign which will include print, radio and outdoor. Radio will be used aggressively because the needs are local.
© 2006 agencyfaqs!