The Silicon Review ^Asia

Leo Burnett, an ad company, will replace Wunderman Thompson as the Bharti Airtel’s new entity for taking care of its B2B and B2C services, ET reported on Wednesday. Earlier, Wunderman Thompson handled the business for more than ten years.

The responsibility to handle the ad business, which includes: below-the-line (BTL) activities and circle marketing campaigns, and others; was mandated after to Leo Burnett’s New Delhi office after a multi-agency pitch.  The account sized is pegged somewhere between RS 5-6 crore, estimates suggest.

It is learnt from Industry sources that agencies which were in the fray include Mullen Lintas, Wunderman Thompson, and DDB Mudra. In light of the mainline campaigns, the New-Delhi headquartered telco will continue to work with Taproot Dentsu.

Bharati Airtel will continue to take the multi-agency approach but other brands are trying to bring the ad business under single- network companies.

According to an agency insider who works with telcos, the changing scenario of the telecom space demands a good number of experts on board.

Shashwat Sharma, CMO of Bharti Airtel, said that he and his team want to establish a future-ready brand. “As we move towards the era of digital transformation, we wanted to strengthen our equity amongst youth and as an innovation thought leader.” Mr Sharma was quoted as saying by ET.