Allahabad Bank empanels nine creative agencies

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | December 10, 2010
R K Swamy BBDO and Mudra Communications are two of the roster agencies on the account.

Several senior-level sources close to the development have confirmed to afaqs! that Allahabad Bank has empanelled nine creative agencies, namely, Indo Aryan Publicity, Sobhagya Advertising, Inter Publicity, R K Swamy BBDO, National Advertising Agency, Mudra Communications, Concept Communication, Magnum Intergrafiks and Surya Adsystems. Sources also inform that the agencies are given the mandate of managing both the creative and media duties for the bank.

Of these agencies, six were part of the brand's creative roster before the pitch was called and successfully defended their territories. The spokesperson at Allahabad Bank reveals to afaqs!, "We have dropped one or two agencies; while the rest have been retained after this pitch." It was, however, not possible to ascertain the names of the two agencies that have been removed from the roster.

In the case of R K Swamy BBDO, it has been learnt that the agency's Kolkata branch will handle this account.

Every two years, the bank goes through a rigorous process of reviewing its creative duties and a full-fledged pitch process takes place. This development, which took place about a week ago, is the result of one such procedure. The authorities apparently wanted a strategic map for the next three years.

Communication for Allahabad Bank, and for other players in the category for that matter, typically soars around the same time each year. The first burst comes in the festive season (Navratri or Diwali), and the second comes around the end of the year (Christmas and New Year), as banks come out with new products and offerings at these times.

Currently, radio advertising for the brand is underway and tactical print campaigns take place all year round.

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