If reliable industry
sources are to be believed, then the Anil Dhirubhai Ambani Group (ADAG) is on the brink of signing seven agencies to handle its various ventures. The list includes Mudra, O&M, Leo Burnett, JWT, Contract, Lowe, and Everest Brand Solutions. The size of the business is estimated to be more than Rs 100 crore. OMS continues to be the agency of record (AOR) for all the ADAG accounts.
Reliance corporate will be handled by Mudra and O&M, while Reliance Communications will be split between four agencies, Mudra, Leo Burnett, Contract and Everest Brand Solutions. JWT and Everest are likely to be roped in to handle Reliance Capital.
However, there's no information on which agency will handle ADAG's fourth venture, Reliance Energy. A reliable source says, "Reliance Energy doesn't do much conventional advertising, so a decision on its creative agency is yet to be taken."
It is learnt that around 10-15 agencies took part in the pitch process for the creative duties of the ADAG companies.
It will be recalled that the incumbent agencies for these ventures were Mudra for Reliance Capital and Reliance Energy and Saatchi & Saatchi (pre-paid and post-paid business) and Ambience Publicis (corporate) for Reliance Communications.
So, from the look of it, Saatchi & Saatchi and Ambience Publicis seem to be out of the picture, with six new additions on board, JWT, O&M, Contract, Lowe, Leo Burnett and Everest.
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