Times Internet appoints ZenithOptimedia as AoR

The business was earlier with GroupM’s Mediaedge:cia

Times Internet, owners of the Internet portal, Indiatimes.com, has awarded its media duties to ZenithOptimedia. The business was earlier handled by Group M’s Mediaedge:cia. The realignment follows Times Internet’s decision to look for a fresh perspective on all its brands.

The business includes Times Internet’s flagship brand, Indiatimes.com, with its various sub-brands, including mail, shopping, travel and the mobile short code, 58888. This is in addition to some new services that are to be launched. The ad spends, according to informed sources, are estimated to be Rs 100 crore in the upcoming financial year.

Times Internet appoints ZenithOptimedia as AoR

Ambika Srivastava

According to Times Internet executives, one of the key factors that swung the decision in favour of ZenithOptimedia was the latter’s ability to demonstrate a 3D media view that mirrored the changing media consumption habits, especially of the Internet generation, a large part of Times Internet’s audience.

Dinesh Wadhawan, managing director and chief executive officer, Times Internet, says, “ZenithOptimedia displayed a fresh perspective on the effective use of media for a media brand. The agency also brings an ability to forge cross-media alliances that help in brand building and increase revenue opportunities for our media offerings.”

Ambika Srivastava, CEO, ZenithOptimedia, says, “This win is testimony to what we believe is our agency’s varied experience across product categories, knowledge of the industry, proprietary research tools and buying efficiency.”

The creative duties for Times Internet are split between Bates David Enterprise and Capital (the latter handles the travel and mobile businesses, while the former is in charge of the rest).

For the record, Times Internet recently relaunched one of its key offerings, Indiatimes Mail, backed by a television campaign.

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