A clutch of media agencies made a beeline for the corporate office of Bharat Petroleum Corporation Limited (BPCL) in Mumbai on Thursday.
The occasion was the media pitch called by the PSU oil major for its estimated Rs 20-25 crore AOR.
The PSU had called for a pitch a few weeks back inviting the 'top five' media agencies - Madison, Group M (represented by Mediaedge:cia or MEC, which was the incumbent), Starcom, Initiative Media (another incumbent) and Lodestar.
Madison, however, did not participate in the pitch on Thursday.
The process comes in the wake of the creative agency re-empanellment by BPCL a few months ago.
Earlier this year, the PSU had introduced EuroRSCG to its club of agencies comprising Lowe and Saatchi & Saatchi. Media duties were in the custody of the respective media arms of the three agencies, namely, MPG (Euro RSCG), Initiative (Lowe) and MEC (Saatchi & Saatchi).
It is unclear how many media agencies is the PSU looking to empanel, though industry sources opine that the petroleum company may look at consolidating its business with a single media partner.
BPCL executives were unavailable for comment. © 2005 agencyfaqs!