Meow wants a new agency, then thinks again

Though Meow FM called a pitch soon after it ended its association with Fortune Communications, it has put the decision to hire a full time agency on hold

It’s been almost a month since Meow 104.8 FM ended its association with Fortune Communications, JWT’s second agency, which was handling its creative duties. Meow FM, India’s first talk based radio station for women, has since been looking for an ad agency, but has now decided it wants one that will work on a project basis. Meow FM is owned by Radio Today Broadcasting, a fully owned subsidiary of the India Today Group.

Anil Srivatsa, chief operating officer, says, “Though a pitch was called some time back, the decision has been put on hold. Our focus is on launching the Meow Mumbai radio station and four others. However, we might like to work with an agency on an ad hoc basis.”

Meow FM can be heard currently in Delhi and Kolkata, and the test run for Mumbai is on. Radio Today is also planning to launch radio stations in Amritsar, Patiala, Jodhpur and Shimla, but these stations will not be part of the Meow FM umbrella. It could not be ascertained whether Radio Today plans to hire a common agency or different agencies for its existing and upcoming brands.

Fortune worked on Meow FM for close to eight months. It was brought on board in March 2007 following a multi-agency pitch, which involved Grey Worldwide and Contract. Harjot Narang, branch manager, Fortune Communications, Delhi, says, “Post a mutual discussion, we decided to part ways. Meow hired us on a monthly fee basis, but because of some cost related issues, we decided to call it off.”