a three-agency pitch, the recently launched English news channel, NewsX has announced the appointment of Euro RSCG as its partner to handle the creative mandate for the channel. According to industry estimates, the account is worth about Rs 12 crore.
The first marketing campaign will be launched during the first week of November. As of now, it will largely focus on non-TV media like outdoor advertising.
Prior to Euro, Ogilvy & Mather, the creative agency of INX Media, was handling the account. O&M will continue to handle INX Media.
Talking to afaqs!, Gautam Mukerjea, marketing advisor, NewsX channel says, " We have a strong lineup, but it is not communicated properly. And we have not done any major communication since the launch of the channel. So, we thought it's time for us to communicate with our audience. This association will further strengthen our expansion plans to penetrate and dominate the English news market over the coming days."
NewsX channel is a part of INX Network. The network has also launched 9X, the Hindi GEC and 9XM, a music channel in India.
In the first phase of the three phase campaign, the focus will be on creating and introducing innovative marketing campaigns, which position and showcase the channel's philosophy of delivering 'Clarity in a Complex World'.
During the second phase, the agency will manage the creative campaigns for programming and viewer tune-ins. In the last phase, the focus will be on amplifying the reach of the channel. Launched in March 2008, NewsX has also partnered with Good Relations India as its PR agency.
In an official communiqué, Vynsley Fernandes, COO, INX News say, "Our partners, Euro RSCG and Good Relations India have just the right expertise and enthusiasm to provide the strategic support that we need to further enhance our brand equity. They have a proven record of success with both corporate and product communications, and understand the communication intricacies relating to media and entertainment companies."
According to Panda, the present campaign is fairly relevant, but not marketed properly. With this strategic tie-up, the company will look at a more compelling interpretation of the same campaign, presented in a more impactful way.
For the record, Euro RSCG Worldwide is a leading integrated marketing communications agency. It has a national and global client roster, including BSNL, Bank of Baroda, Dell, Goodyear, HDFC Bank, Voltas, Volvo, Reckitt Benckiser and Sanofi-Aventis.