Media Direction, the & #BANNER1 & # media arm of RKSwamy/BBDO, is on a winning spree these days. After bagging the prestigious BSNL and RICOH businesses, it has now bagged the media duties for the pet food brand Pedigree. The media duties for this business were earlier handled by TBWA India, which also handles the creative duties for this business. There has been no change of agency on the creative front, however.
Industry sources estimate the size of the business to be around Rs 9-10 crore, which is around a 25 per cent increase from the previous year.
Although they confirmed this development to agencyfaqs!, senior executives at Effem India are not willing to discuss the media strategy. All that agencyfaqs! could get from Shalini Rao, marketing manager, Effem India, is that the company found Media Direction to be efficient in media buying and that's how it awarded the business to the agency.
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