afaqs!

Thomas Cook in search of a new agency

By Savia Jane Pinto , afaqs!, Mumbai | In Advertising | March 27, 2009
The travel company is looking for a new creative and media partner. The size of the account is about Rs 12 crore

Thomas Cook is re-evaluating its creative and media duties. A pitch process has been called for, with several agencies, including the incumbent agency, participating in the process. Informed sources have confirmed to afaqs! that if the economic scenario permits, the travel company intends to earmark Rs 10-12 crore as advertising and media spends for the year.

Recently, Thomas Cook launched its campaign, My India-My Way, to promote its domestic travel plans. The campaign aims to promote economic packages which take tourists anywhere in the country at low prices.

& #BANNER1 & #Thomas Cook has called for a pitch to take a fresh look at its creative strategy and understand the way forward.

Currently, the creative and media duties are handled by Dentsu Marcom and its media arm, respectively. Dentsu won duties in 2006 after a multi-agency pitch. This time, too, a multi-agency pitch has been called for, with the incumbent agency participating as well.

Sources within the industry confirm that the other agencies in the fray are Leo Burnett, Rediffusion Y&R, Everest Brand Solutions, TBWA India and Beehive.

Sources also confirm that the first round of presentations is currently on.

It is learnt that the company would prefer the creative agency's media arm to look after the media duties. However, if that is not possible, the travel company will take a look at a media agency within the network of its creative agency.