IOCL empanels Rediffusion for creative duties

In a significant development, Rediffusion DY&R is set to join Leo Burnett for a share of Indian Oil Corporation Ltd's (IOCL) Rs 140-150-crore advertising duties. This, in effect, means that the creative business, which had been consolidated with Leo Burnett last year, has now been split into two. Confirming the development, N Srikumar, general manager, corporate communications, IOCL, said, "We have appointed Rediffusion DY&R as our second agency."

Before going with Leo Burnett in July last year, IOCL had called for a pitch which involved agencies such as Lowe, RK Swamy/BBDO, FCB-Ulka, Grey Worldwide, Rediffusion, JWT and, of course, Leo Burnett. The idea then was to bring the whole business, which was then spilt among seven agencies - including Grey Worldwide, Euro RSCG, Ushak Kaal, Publicis, Enterprise Nexus, Crayon and Interact Vision - under one umbrella.

However, in these last eight months, the thinking at the helm at IOCL seems to have moved in a new direction. Sources indicate that the volume of work and the sheer number of brands under IOCL needed the attention of one more agency. "When you put all your eggs in one basket, you reach a creative blind," says an executive close to the development, while explaining the reason for IOCL to consider another agency.

agencyfaqs! understands that IOCL's creative spends will not be equally divided between Rediffusion and Leo Burnett. To ensure competency, both the agencies would be asked to pitch for IOCL's various brands from time to time.

Now that IOCL's appointment of Rediffusion is official, one wonders what will happen to Hindustan Petroleum Corporation Ltd, a competing business in the custody of Rediffusion… © 2004 agencyfaqs!