“This Global Frame Agreement process is run after every three years across all Telenor [business units] and the final choice is made after all participating agencies meet specific criteria and complete a rigorous selection process,” said Bilal Kazmi, Chief Marketing Officer of Telenor Pakistan, in a statement to Branding In Asia.
“The purpose of the pitch was to secure a strategic media agency partner that has the right talents and excellent understanding on how the right media investments could address Telenor’s growth agenda and support digital transition and add value.”
Kazmi said that the Publicis Groupe was able to demonstrate the right talents, tools, and knowledge, especially within digital media and Telenor viewed them as the strategic partner they were looking for. Omnicom Media Group, GroupM, and the Publicis Groupe collectively competed for the account.
“The transition to Publicis Groupe has begun and they will assume responsibilities and start operations 1st of January 2020,” said Kazmi. “We shall look forward to working with them to strengthen the brand.”
In Pakistan, two media agencies under the Publicis Groupe operate under the affiliate model. Starcom MediaVest Group is led by Raihan Merchant while Zenith Optimedia is led by brothers Imran Syed and Adnan Syed. According to a spokesperson at Telenor, the media agency under the Publicis Groupe that was awarded the remit in Pakistan was Starcom MediaVest Group.
Since launching in the Pakistan market, the creative side of Telenor Pakistan was handled by Adcom Leo Burnett, led by brothers Imran Syed and Adnan Syed. In 2017, Ogilvy won a creative review, delivering clutter-breaking campaigns ever since such as #ShareYourMeal and an all-inclusive campaign shot by Neal Howland.
An earlier version of this story cited that a trusted source names Starcom MediaVest Group as the awarded agency. This has been updated after a Telenor spokesperson confirmed the same.
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