MUMBAI: In the wake of a multi-agency pitch, TBWAIndia has secured creative duties of Wigan and Leigh College India (WLCI) while Madison India has secured its media duties.

Confirming the development, WLCI VP marketing Philip Abraham says, "We chose TBWAIndia because of their out-of-the-box ideas and innovations and the track record that Madison India has in handling the media duties. The account size is pegged at Rs 120 million."
 
Agencies including Mudra, Newton and Euro RSG pitched for the creative duties while Lintas Media Group, MPG and Mudra Connext pitched for the media duties.

"We are glad to handle the account for WLCI and will start working with them from 1 January. We plan a complete 360 degree initiative which will include print, TV, OOH and below-the-line activities. The prime focus of our campaign will be print. As this is related to education, a lot of emphasis will be on digital and web also," says TBWAIndia MD Nirmalya Sen.
 
"The campaigns will be breaking within a period of two months. There will be two types of campaign namely cyclic and regular. While the cyclic would break in February, the regular campaigns that will be out in May will run till September. Since we have courses for post graduates and also for working executives, the campaigns will break accordingly," avers Abraham.

Prior to this, media duties of WLCI were being handled by Portrait Advertising. The college‘s creative duties were handled in-house last year. Prior to that, the creative duties were handled by Crayon Advertising.
 
When asked why WLCI again scouted for a creative agency, Abraham replies, "We have a massive expansion plan and college will have a complete brand makeover. And hence, we have gone ahead with this decision."