Bates loses Radio One to Euro

Radio One has some expansion plans up its sleeve. In this context, it has taken another look at its existing creative agency, Bates David Enterprise (then Brand David). It has now roped in Euro RSCG to handle its creative duties

Bates David Enterprise is slowly losing many of the accounts it had got along with the Bates David merger.

The latest exit is that of Radio One. The business has moved to Euro RSCG. In the past, the agency has lost businesses such as Asahi Glass, GBN (Global Broadcast News) and Nitco Tiles.

Euro RSCG has experience of handling a radio brand. It earlier had the Bhaskar Group’s radio brand, My FM. But this piece of business moved to Grey a few months ago. Euro RSCG has also handled another radio brand, Red FM, in 2005.

The pitch for the Radio One account was called a month ago, shortly after the merger of Bates Enterprise and Brand David.

Euro first presented its understanding of the radio industry, followed by strategic and creative presentations.

Suman Srivastava

Suman Srivastava, chief executive officer, Euro RSCG India, says, “Radio One is going into more cities. It has some expansion plans and was looking for a new agency. We were able to share interesting insights for Radio One FM 94.3’s business, along with some exciting creative ideas. The team at Euro has a lot of experience in the media space, which will help us handle the brand effectively. With our Prosumer approach, we will be able to partner with them in shaping and realising their vision.”

Euro RSCG will be responsible for the entire 360 approach to the brand: advertising- television, print; radio; below the line and outdoor.

Vishnu Athreya, vice-president, programming and brand, Radio One FM 94.3, adds, “Euro RSCG has a good understanding of our business and we hope to see some good work in the coming days. As a medium, radio advertising is evolving from plain advertising to creative business solutions.”

Radio One FM 94.3 has licences to operate seven FM stations across India. The cities are Mumbai, Delhi, Chennai, Bangalore, Kolkata, Ahmedabad and Pune. It will soon be launched in Ahmedabad, Pune and Kolkata as well.

For the record, Euro RSCG continues to handle the Bhaskar Group’s print brands, ‘Dainik Bhaskar’ and ‘Divya Bhaskar’.

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