The newly & #BANNER1 & # christened Bates 141 has bagged the Radio City 91.1 FM account. The account was earlier held by Meridian. Radio City has marked an ad spend of more than Rs 10 crores for 2008.
Bates 141 will be responsible for all aspects of brand communication, including account planning, strategy development, creative development and below-the-line initiatives. Rana Barua, national head, programming and marketing, Radio City, says, "We needed an agency that was focused on strategy, and had all advertising solutions under one roof."
Radio City goes with the tagline of Whatte Fun, and wants to go beyond television with its next campaign. The campaign, titled 'Baaki shor machayen, Radio City music sunaye', has also been released. The media mix will include outdoor, below-the-line, mall activation and street plays.
Subhash Kamath, group chief executive officer, Bates 141 informs, "It will be a 360 degree communication, but we have not yet decided whether television will be a part of it."