World Gold Council seeks media agencies

The process is underway in Mumbai.

World Gold Council (WGC), the market development organisation for the gold industry and the global voice of authority for gold, is currently looking for a media planning and buying agency.

The company spokesperson confirmed the news to afaqs! but refused to divulge the names of the participating agencies. He added that in the recent past, the company has been working with more than one creative agency, on a project basis. For instance, BBH India and Publicis Ambience have been involved with the creative duties for WGC of late. However, once a media agency is selected, the association is likely to be for the long term, the spokesperson clarified.

The process is underway in Mumbai and is expected to yield result in a month.

Last Diwali, BBH India conceptualised a campaign for WGC that urged consumers to invest in gold. The ad film addressed the Indian concept of 'Grihalaxmi' (that is, 'woman of the house'). In the ad, gold was positioned as a long term investment that helps build lasting relationships between family members. The idea was to reduce the ritualistic value of gold and turn it into an asset that is bought and cherished, and as something which helps strengthen relations with loved ones.

Mudra Max has worked on the media mandate for WGC recently.