Telenor Pakistan shortlists three creative agencies

Two affiliates of Publicis have made the shortlist and are up against a WPP creative agency which is the incumbent

As it stands, Telenor Pakistan has shortlisted Adcom Leo Burnett and IAL Saatchi & Saatchi as potential creative agencies to take over its communication design, interactive design, and concepts. Ogilvy Pakistan is the incumbent and first won the business in 2017 after it had been under Adcom Leo Burnett for nearly a decade.

Ogilvy has been serving Telenor for three years to date and was named the most effective agency network in the Asia Pacific region according to the 2020 Effie Index from Effie Worldwide. WPP, the parent company of Ogilvy, was named the most effective worldwide marketer for the fourth year in a row.

In Pakistan, Ogilvy won 12 awards at the Effie Pakistan awards, for its work across Nestle, Shan Foods, Bank Alfalah, Telenor Pakistan, and Coca-Cola Pakistan, to name a few. It was also named agency of the year while Telenor Pakistan was named marketer of the year. In comparison, IAL Saatchi & Saatchi won two awards for its work across National Foods and Dawlance Pakistan. Adcom Leo Burnett won six awards for its work across Foodpanda Pakistan, P&G, and Reckitt Benckiser.

The agency that wins the creative remit will work with brand & media teams at Telenor Pakistan along with Brainchild Communications Pakistan (BCP), the media agency of record. A subsidiary of Z2C Limited, BCP is better known for being the media agency that helped PTI win the 2018 elections. According to the Pakistan Broadcasters Association, Z2C Limited is the media agency for Telenor Microfinance Bank while BCP is the media agency for Telenor Pakistan.

The mobile data and digital services provider reportedly took a hit on the back of the C19 outbreak, with an 11pc decrease in subscriptions and traffic revenues for the second quarter of 2020. As reported by Profit, the company’s quarterly revenues stood at Rs24.2 billion, as compared to Rs26.2 billion during the same period last year.

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Babar Khan Javed
Babar Khan Javed
Babar Khan Javed covers the advertising industry and marketing function in Pakistan for Profit. He can be reached on [email protected] with details about media, creative, and digital briefs, future projects, management changes, client wins or losses, and everything in between.


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