It was one of
the most prestigious pitches in the capital, which saw participation by 10-12 leading advertising agencies. We are talking about the British High Commission business, which was awarded to Ambience Publicis nine months ago.
But within nine months, the business has moved to Contract Delhi, which too had participated in the pitch. Surajit Roy, senior vice-president, and branch head, Contract Delhi confirmed this development to agencyfaqs!
agencyfaqs! learnt from sources that Contract couldn't get the business then - the pitch happened in July 2005 - because it had asked for a higher retainer fee, though officials at the British High Commission had liked the creatives presented by Contract.
Although Contract has bagged the business on a retainer fee basis, industry estimates peg the overall size of the High Commission's media spends at Rs 4-5 crore.
The communication objective for British High Commission remains the same - to bring in a change in England's image.
Roy of Contract says, "People generally prefer the US as a favourite destination for further studies, job opportunities or even for business investments. England, which is equally competitive, now wants to promote itself as an equally exciting place, and so this change in image."
The British High Commission now plans to promote its country on five platforms - art, science and technology, education, business and environment.
The agency plans to use mainly print and below the line activities.
Roy says, "We believe that people don't read ads, they read the story in it. So the print creatives will be based on facts and will tell a story, which will be done only after extensive research on England."
It is said that if this campaign runs successfully in India, the High Commission may also use the creatives in other countries.
© 2006 agencyfaqs!