The multi-agency pitch involved incumbent agencies RK Swamy BBDO, Lowe Lintas. Fever FM retains Ogilvy as creative AOR
HT Media has consolidated its creative duties with Dentsu Impact, barring its radio brand Fever 104 FM, which is still handled by Ogilvy & Mather. A multi-agency pitch that was called in November last year saw the participation of incumbent agencies Lowe Lintas, RK Swamy BBDO and Dentsu Impact.
Dentsu Impact has already been working on Hindustan Times, Shine.com and Mint. RK Swamy BBDO used to handle the company’s creative duties for Mumbai and Lowe Lintas used to take care of the Delhi creative duties.
Commenting on the reason for appointing Dentsu Impact as the agency on record, Rajan Bhalla, Group Chief Marketing Officer, HT Media, said, "We wanted to move to a single partner for our diverse brand portfolio. Dentsu was already handling Hindustan, Mint and Shine.com and their team has done excellent work for the last few years, hence the decision to go with them."
On continuing with Ogilvy & Mather as the AoR for their radio business, Bhalla added, "Our radio business continues to be with Ogilvy and there is no change in that. Ogilvy has partnered the successful launches of our second station Radio Nasha in Delhi and Mumbai and Fever in UP and South."
Amit Wadhwa, President, Dentsu Impact, said, “This is a big win for us and an important one. When a group like Hindustan Times decides to award its entire portfolio of brands to one agency, it shows the level of trust as well as spirit of partnership from both ends. We are extremely excited and are rearing to create some interesting work.”
Soumitra Karnik, National Creative Director, Dentsu Impact, said, "It's a fabulous start to this year for us. Winning all the brands of HT group is something any creative agency would kill for. Along with this great news also comes great responsibility. We are quite committed to doing some great work on each brand."