Madison Media has won the mandate of handling the media duties of Tata Tea. The other agencies in the fray were the incumbent The Media Edge, Mediaedge:cia and Starcom.
The selection and the awarding of the AOR was based on credentials and the participating agencies response to a case study. Sources indicate that it was one of the most professionally managed pitches in recent times and the final selection was based on the agencies balanced approach to strategic planning and buying.
Sangeeta Talwar, executive director, Tata Tea, said, "We felt Madison was best suited to partner us in our strategic intent of aggressive growth path planned for the future."
The account will be handled by Madison Media's Bangalore office. With this win, the agency claims to have become the largest media agency in the Bangalore market.
Ajit Varghese, general manager, Madison Media - Bangalore, "We are delighted to have won this business. This will further consolidate our presence in the Bangalore market."
Sam Balsara, CMD, Madison Communications, said, "Tata Tea was the second AOR that we had won way back in 1995. Following the decentralisation of the Tata Group AOR, we are delighted to have it back in our fold. I am sure that this renewed partnership will be an enduring one and we hope to use our media prowess to drive the company's growth even further."
Madison Media handles blue-chip clents including Coca-Cola, P&G, Godrej Consumer Products, Godrej Sara Lee, Kinetic, Hyundai, Playwin, ACER, Asian Paints, Kotak and Cadbury. The Rs 900-crore Madison Media is a part of Madison Communications, which has seven specialized units in Creative, Outdoor, PR, Rural, Retail and Entertainment, apart from Media.
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