MUMBAI: In a cynical media agency world with shrinking budgets, how do you thank media planners and buyers for partnering your event or looking at your offering favorably?
You could try the route that Zee Entertainment Enterprises Ltd’s chief growth officer – digital & broadcast revenue Ashish Sehgal has done. He put together a three city Agency Premier League T20 which concluded on 20 December in Mumbai.
It worked out well, says a Zee press release, as it was “highly engaging and competitive trade marketing initiative.”
The Mumbai leg was won by Starcom with strong competition from leading agencies, including Wavemaker, Madison World, DBB Mudra Max, Essence Mediacom, and Mindshare Fulcrum. Zee brought in actor Utkarsh Sharma and actress Simrat Kaur, who were part of last year’s blockbuster hit, Gadar 2. The popular and versatile artists added to the excitement and thrill of the event.
OMD clinched victory in the Delhi leg, which featured spirited performance from Havas, IPG, Group M, Publicis, and Dentsu.
The Bengaluru leg saw Group M Mavericks claiming victory after competing against Group M Blasters, Dentsu, Havas Media, Initiative, and Madison.
“We are thirilled to ponse to the Agency Premier League T20 across all three legs in Bengaluru, Delhi, and MumbaI,” says Sehgal. “This initiative is a testament of our commitment to strengthen partnerships with the media fraternity through the unifying power of cricket. It has been an incredible journey, and we look forward to continuing this momentum as we bring the excitement of DP World ILT20 closer to our partners.”
Clearly, Sehgal and Zee will have won some brownie points with media agency executives. Now it’s up to the sales team to cash in.
