Final Word from Friday, October 29, 2004
It was no surprise that Eurotel's media-buying business went this week to the Y&R affiliate Mediaedge:cia, but the withdrawal of two agencies from the "pitch" for Eurotel's creative work shines some unexpected light in dark corners. First Mark/BBDO and then McCann-Erickson withdrew, citing concerns about the durability of the contract, given that Český Telecom is being privatized. No one wants to go public, but there are doubts about the regularity of the process. There are also mutterings about another ad agency perhaps pulling out. Two main theories have arisen. Either a totally new creative agencY will be usheRed in at the last minute, in a repeat of what happened when Grey won Telecom's business a few years ago, or PPF will get an inside line with the help of buddies at Ogilvy. In any event, the real money (Kč 500m or so) is on the media-buying side. Ogilvy & Mather Young & Rubicam advertising