M&C wins the creative duties for Jet Airways

The size of advertising spends by the airline are estimated to be more than Rs 50 crore. Network Advertising was the incumbent agency and was handling both the creative and media duties for the business

M&C Saatchi has been awarded the creative duties for Jet Airways. As per industry estimates, the size of the advertising spends by the airline are estimated to be more than Rs 50 crore. Network Advertising was the incumbent agency and was handling both the creative and media duties. Network formally resigned from the business after an association of six years.

A decision is still to be taken on the media duties. A source close to the development revealed that the pitch for the business was a three-stage process and has been on since the middle of last year.

M&C wins the creative duties for Jet Airways

The first stage involved judging the credentials of the agencies in terms of their proposition and ability to manage and take the brand, Jet Airways, forward. The second stage was a presentation of strategy and planning. The final stage was concerned with the creative idea, based on the lines of the strategy presented.

Says Gaurang Shetty, vice-president, marketing, Jet Airways, “The approach presented by M&C Saatchi was the most suitable for our brand. They were very professional and transparent in suggesting a way forward.”

M&C Saatchi already has experience in handling an airline because it used to handle the British Airways account.

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