Red FM awards creative business to Euro RSCG

Radio Today has awarded the creative duties of its FM Radio brand – Red FM – to Euro RSCG, Delhi. The agency picked up the account in a multi-agency pitch.

Sources say, there were about four to five agencies in the fray. Their names, however, could not be ascertained.

Till a year ago, the account was with Mudra. Subsequently, the advertising for the FM radio brand was handled internally. The size of the account is said to be substantial.

Confirming the development, Abraham Thomas, COO, Red FM, says, “The radio space is moving from a generic commodity to a focused differentiated brand space. Red FM is going to be the key brand in this new environment.”

Elaborating on the brand task at hand, Suman Srivastava, president, Euro RSCG India, says, “Red FM is the challenger brand and the big task is to crack this challenger brand's edge in a category where programming and content is by and large commoditised.”

Naturally, the creative function would play an important role in creating the brand differentiation. Satbir Singh, vice-president - creative, Euro RSCG, explains, “Since most advertising in this category is uninspiring, we need to set FM standards by connecting with people and changing the way they interact with radio as a medium. Therefore, the focus is on building a new relationship with the listeners and expanding the station's popularity." © 2005 agencyfaqs!