Reliance Communications realigns its media duties

As a part of its annual review, Reliance Communications has decided to realign its media duties. It has appointed MEC as the agency for all Reliance Communications businesses, while OMD will manage the corporate media mandate for the ADA Group.

Confirming the news, Sanjay Behl, group head, brand and marketing, Reliance Communications says that the move is a part of the annual review of agencies at the company. "Since 2010, the media mandate for Reliance Communications offerings was split between MEC India and OMD India. Now, MEC India will manage the media duties for all the Reliance Communications businesses, while OMD will be moved to manage the corporate duties for the company."

As per industry estimates, the combined size of the accounts is about Rs 200 crore. A pitch process was started in October, 2011 for the two businesses.

Reliance Communications has Grey India and Leo Burnett on its creative roster. However, there is no creative agency for the corporate business of Reliance Communications. "We often borrow expertise from the agencies on our roster to do any form of corporate advertising," adds Behl.