In a realignment of sorts, the 'conventional' mass media communication of Businessworld - the business weekly from the ABP Group - has been awarded to Bates India's Delhi office. The entire creative business of Businessworld was with O&M, which will continue to handle the magazine's direct marketing (to be handled by Ogilvy One), events (through Ogilvy Live) and online communication (through Ogilvy Interactive) duties.
Based on the brief 'to chalk out a strategy to take the Businessworld brand forward', the two agencies in the fray (O&M and Bates) were asked to make a strategy-cum-creative presentation. Beyond this, Businessworld officials refused to divulge any details about the pitch or its outcome. While they also refused to divulge the size of the entire communication account or the billing each agency is expected to run up, advertising industry sources indicate the size of the business with Bates would be to the tune of Rs 2-3 crore. It would not be wrong to infer also that O&M still retains a pretty substantial part of the business, since Businessworld is into on-ground activities in a big way.
As reported by agencyfaqs!, in January this year, the media house had organised the 'Most Respected Company Awards' in Mumbai, which, company officials claim, has received a fantastic response. Before that, in Kolkata, the group organised the 'Infocom 2002' event in association with NASSCOM. Another major event lined up by the magazine is the Businessworld NID (National Institute of Design) Design Awards, which will be hosted this June in Delhi.
The task for Bates is 'to bring out the core strengths of the Businessworld brand'. The magazine is also looking to highlight its performance in the last round of ABC (July-December 2002) and go aggressive in the marketing front. How it plans to do so will be clear when its new campaign hits mass media in some time. © 2003 agencyfaqs!