Radio City's creative duties up for review

Contract Advertising, Meridian and Grey are among the short listed agencies

Radio City is reviewing its advertising agency. The first round of the pitch saw participation from five agencies – Euro RSCG, Leo Burnett, Contract Advertising, Grey Worldwide and O&M's second agency, Meridian. Of these, Contract Advertising, Meridian and Grey Worldwide have been short listed. The account size is said to be upwards of Rs 15 crore.

Rana Barua, national head, marketing, Radio City, confirmed this development to agencyfaqs! The final presentations are currently underway and Radio City will make the decision in about two weeks.

Radio City's creative duties up for review

The creative responsibilities for Radio City are currently handled by Everest. The search for a larger agency stems from the growth of the radio station. "We are implementing larger operations. For instance, from a seven-city market, we have expanded to a 20-city market," explains Barua.

The focus of the pitch process, he says, is on creative output. With expansion, the radio station will further emphasise a 360-degree approach and below-the-line activities. It is looking for an agency with a better network, higher creative output, bandwidth and international expertise.

Lodestar Universal is the media agency that handles the media duties for Radio City. There are no plans to review the media agency, Barua said.

Radio City is promoted by Music Broadcast Pvt. Ltd. (MBPL) and is present in Mumbai, Delhi, Bangalore, Hyderabad, Lucknow, Jaipur and Chennai. STAR India recently picked up a 20 per cent stake in Radio City. Cities where the radio station will soon go on air include Pune, Ahmedabad, Nagpur, Surat and Sholapur.

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