A global beverage giant decided to break up with its Indian ad agency partners after a decades-long relationship fizzled out. While the news has been floating around, the company made it official recently. We heard that the beverage giant’s rival that onboarded the same agency partners is compensating well enough for them to feel less hurt. Now, this beverage brand is on the lookout for agencies to keep business as usual. Ad moles told Storyboard18 that a senior executive who had a long-standing relationship with the big beverage client has a good chance to win the business. Global executives of this agency have also been making India visits. Read what you will into it. But insiders are connecting the dots. An independent agency’s head, who worked closely with this brand in the past, says, “It’s great to have a brand like that in your portfolio, whether you are a big or a small shop. However, these brands should not call for pitches. It’s pointless. Usually, big businesses are won purely based on the relationship you have with the marketer. Is it fair play? That’s a topic of discussion for some other time.” But it seems there is nothing official yet.
