Post merger Bates David Enterprise loses GBN business to Ogilvy

By , agencyfaqs! | In Advertising
Last updated : September 25, 2014 04:04 PM
David has been the custodian of the brand since CNN-IBN's inception

Post the

David and Bates Enterprise merger, the Global Broadcast News (GBN) business has moved to David's former sister agency, Ogilvy. David had been handling the business since its inception.†

Ogilvy will handle both the channels in the GBN bouquet, CNN-IBN and IBN 7.†

Quite a few accounts have moved out of Brand David in the recent past. According to a source, the agency's Delhi branch now retains only two of its old clients, 'Nai Dunia' and Knockout Spray. Mumbai has retained most of its accounts so far. †

It is learnt that there was no formal pitch called for this business. The combined size of the business is estimated to be Rs 20 crore. Ogilvy, as of now, will continue working on the concept and positioning conceived by David.†

Piyush Pandey
According to Piyush Pandey, executive chairman and national creative director, Ogilvy & Mather, "There was no formal pitch and we were asked to understand the CNN-IBN brand. Right now, there has been no discussion or any sort of thinking on how to take the brand forward."

It is learnt from well placed sources that there was a strategic presentation as well. Work will be done on the tagline created by Brand David. The media group has evolved since its inception, and so have its communication needs. The agency and the client will now sit together to†discuss the channels' new aspirations and how to include the new perspectives in future communication.

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First Published : September 25, 2014 04:04 PM
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