Estimated at US$1 million, the shift marks the first time that Hughes has consolidated creative and media assignments with one agency. Media was previously handled by McCann-Erickson, while creative assignments were sourced through local shops. TBWA will handle Hughes' enterprise networking, retail services and Direcway global education and retail accounts.
"Retail services is a new concept to be launched in the near future and we are currently working on the brand identity," said TBWA India president Benny Thomas. "Our immediate task is to work on a campaign for Direcway, which provides interactive management programmes."