agencyfaqs! News Bureau
National Geographic has awarded its advertising business to Mudra Communications, Delhi, following a multi-agency pitch that agencyfaqs! had reported in early December 2000. Although the decision to appoint Mudra was taken in early January 2001, the official intimation occurred only in the middle of last month.
Samit Sinha, executive vice-president, Mudra, Delhi, told agencyfaqs! that the account had come Mudra's way as its strategy recommendations had been led by media, rather than creatives. "This being a media account, we put the channel's strategy in a media perspective," says Sinha. "And I think the client saw the strength of our understanding of the media landscape, and associated with us."
The account, estimated to be worth Rs 2 crore, was hotly contested, with quite a few big agencies in the tussle. Apart from Mudra, apparently Contract Advertising, McCann Erickson, O&M - which had done some outdoor work for the channel - and CDH Consultants (Chaddha Dhar & Hoon) were also eager to service the account.
The decision to appoint an agency of Mudra's stature may be surprising, considering the channel was looking at below-the-line promotions rather than big-budget, mass media advertising. However, the fact that Mudra has made media-based recommendations seems to bear out the channel's thinking. "And it is for the same reason we settled for a fee-based remuneration as we thought that would be fair for both the client and the agency," Sinha said. "The client will also work with its other associates in the PR, direct marketing and event management arena. Our role will be to ensure synergy between all the activities the client is planning to go ahead with."
Sinha added that National Geographic will continue to be promoted on the STAR channels as it is done currently. And that the new campaign devised by Mudra will break out by the month end.
© 2001 agencyfaqs!