|Besides Grey and Everest, the other two agencies,
which were in the fray, included Ogilvy & Mather and Lowe. The
client team, which has reached the final stage after two rounds of
presentations, is expected to finalise its agency soon.
"Emirates reviewed its advertising resources for the Indian
sub-continent and the new agency would not only handle India (advertising
account) but would also be the co-ordination point for Pakistan,
Bangladesh, and Sri Lanka. Decision on the final agency would be
taken by end September 2003," says a communiqué from
Emirates Airline's public relations agency.
On the due course, the statement added that the client "will
be conducting reference checks at the local station level in all
the four markets to choose between Grey and Everest."
The criteria for short-listing the agencies included evaluation
of the "network capabilities, understanding of the brief, creative/media
capabilities and financials." While the first presentation
was credential-based, the second one was relatively more exhaustive;
and it included assessment of several factors including response
to the brief by the client and other strategic inputs.
Grey India, which has performed fairly well in the recent past,
is optimistic about the outcome. On agency's decent run of late,
Grey's managing director Nirvik Singh, says, "This is due to
a combination of several factors. Firstly, we have an active account
planning cell. We are being invited for every pitch, which is taking
place. We have also hired new creative people and the entire focus
is on building brands."
Emirates Airline has been releasing print advertisements on continuous
basis here. For instance, one of its campaigns in the past, focused
on comfortable and luxurious traveling experience provided by the
airline. "Why can't life always be this good?" says the
text of the campaign, which highlights Emirates' value-added services.