The creative duties for Britannia bakery will now be shared between Lowe and McCann Erickson. While, McCann Erickson has bagged a portion of the business from Britannia, incumbent agency Lowe has retained the rest, which is said to be significant. Exact details on which agency has bagged what brand couldn't be ascertained at the time of filing the story.
Confirming this development to agencyfaqs!, Richa Arora, head marketing, Britannia Industries, says, "We decided to review our creative duties keeping in mind the increased communication needs from an expanding portfolio and for diversity in thinking."
According to industry sources, the size of the creative duties is estimated to be around Rs 40 crore.
While the Rs 40-crore media duties for Britannia Industries are with Group M's Maxus, the company's dairy business is handled by Grey Worldwide.
To put things in perspective, Britannia Industries Ltd (BIL) had called for a pitch, a few months ago. The other agencies in the fray were Orchard and Saatchi & Saatchi.
Britannia had also called for a pitch in the first quarter of 2004. Though top agencies did make credentials presentations for the creative duties for the bakery business, nothing came out of it and the creative duties remained with Lowe.
For the record, Lowe has been handling the Britannia bakery business for the last 15 years.
© 2006 agencyfaqs!