The Indian Oil Corporation recently engaged three agencies for their creative and media communication following its footsteps comes Bank of Baroda that has also appointed three agencies, Euro RSCG, Mudra and Percept H as their creative partners.
The news has been confirmed by people close to the development. Thses agencies have been finalised post an elaborate multi-agency pitch in which almost 40 agencies battled it out for the 60-crore account. The pitch process was spread over three months and isx agencies, O&M, Ambience Publicis and Draft UCB Ulka along with the final three had made it to the last round.
The formal paperwork will be completed within a few days. The media duties for the account lie with MPG
Earlier, five agencies – Euro RSCG, Mudra, FCB Ulka, Lintas Personal and Interpublicity – used to handle the account, which they had won in 2005. Of these, only two have managed to retain their duties. Percept H has also had a stint with the BoB account previously and had coined the baseline, ‘India’s International Bank’, which the brand uses till date.
For 2009, the brand has released Baroda Next, a complete brand campaign that spans across all media. The campaign was created by Mudra early this year.
In mid-2007, after a multi-agency pitch, Euro RSCG was assigned the task of creating the BoB centenary campaign.
While hunting for an agency for its corporate duties, the brand was also in talks with O&M, and reportedly, things were on the brink of finalisation. In fact, as O&M was handling a conflicting brand – Bank of India – it was rumoured that the account would move to another Ogilvy Group agency, Meridian. However, in the end, it was Euro RSCG that bagged the account.