Disaster Management Authority (NDMA) has picked Ideas Creative as its advertising agency. Some 18 agencies had pitched for the account and three of them, including Idea Creatives and Contract, made it to the final round.
All the agencies were briefed to make presentations that would create social awareness on the cyclones that erupt in the coastal areas of India. In the final round, a committee comprising ten people judged and picked the winning agency by going through their creative presentations. An industry source claims that cost was a major determinant in the final round. Ideas Creative bagged the account as a result of this.
Urmimala Dutt, creative director, Ideas Creative, says, "Despite other established agencies pitching for the account, we bagged it because of our striking presentation. The client liked our creative strategy and our confidence. It's an important account for us and even the client because this is the first time that NDMA is planning to put out advertisements. We plan to roll out a campaign for various platforms - television, print and radio."
A source confirms that this is a mid-sized business. For the record, the NDMA is in charge of arranging and overseeing the provision of funds for mitigation measures, preparedness and response.
Meanwhile, Ideas Creative has also bagged the local advertising duties for the Finnish national airline, Finn Air. Starting October 30, the airline has started a Helsinki-Delhi-Helsinki route. Ideas Creative will handle all the local campaigns (including print and all other below-the-line marketing activities, brand building) for the airline. The global duties for Finn Air are handled by mediaedge:cia. The size of the local business handled by Ideas Creative is estimated to be close to Rs 3 crore.
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