End of Apollo-JWT relationship: Apollo calls for pitch

By , agencyfaqs!, New Delhi | In Advertising | August 01, 2007
The ad spend for the brand touched Rs 20 crore last year, and is likely to rise further this time, considering the company's plans

The three & #BANNER1 & # year long Apollo-JWT relationship has come to an end. The agency has been handling this business since 2004.

This was confirmed by Sunam Sarkar, chief, strategy and business operations, Apollo Tyres. Apollo is now scouting for an agency.

It is learnt that three agencies have so far been invited to participate in the pitch. These are O&M, M&C Saatchi and McCann-Erickson. However, the tyre brand is also open to inviting other agencies to the pitch.

Sarkar says, "The company is looking for a fresh perspective for the brand, and an agency to suit its global strategy." The pitch was called about three weeks ago, and is learnt to be at a nascent stage right now.

The business was handled by Everest Brand Solutions for one year before it moved to JWT in 2004. Before that, Publicis India was the custodian of this brand.

When quizzed about the reasons for the end of the relationship with JWT, Sarkar says, "The company had its own objectives and priorities."

The Apollo Group launched the Apollo Tennis Initiative and Mission 2018 earlier this year, and those creative duties were also awarded to JWT.

The company had an ad spend of Rs 20 crore last year, and considering that it is looking at exploring new avenues, the spends are likely to go up.

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