Maxus aims to be the number 2 stand-alone media agency

It’s official now. Group M’s Maxus has bagged the media duties for the confectionery major, Perfetti van Melle. The other agencies in the fray for this Rs 50 crore account were Starcom and Lodestar.

The company owns brands such as Alpenliebe, Mentos, Chlormint and HappyDent. When asked about the media plan, Debraj Tripathi, general manager, Maxus, Delhi, revealed his constraints, saying that he has quite a few interesting ideas in store, but it would be premature to reveal them as they have just signed on for the business.

Last year, Perfetti is believed to have spent almost 85-90 per cent of its media budget on television, and the rest on print and radio.

Sameer Suneja, head, marketing, Perfetti van Melle, feels that now that the business has moved to Maxus, there will be a fresh new perspective to their media product.

Undoubtedly, the Maxus team is quite excited about the win. As CVL Srinivas, CEO, Maxus Asia Pacific, says, “We had 50 per cent growth in 2005. In the new year, our aim is to become India’s second biggest stand-alone agency after Mindshare, with our strong performance and structured methods to handle diverse client needs.”

He adds, “Maxus plans to focus on just about 25 clients. We have the advantage of GroupM’s scale and clout, which is coupled with focus and customised inputs provided by our dedicated business teams.”

The businesses that Maxus has won in recent times include Britannia, Titan, Walt Disney, GE, IDBI and AMD.

© 2006 agencyfaqs!