afaqs!

OMS retains Amway media duties

By , agencyfaqs!, Mumbai | In Media Planning & Buying | March 21, 2008
The size of the business is estimated to be Rs 15 crore

The Mudra & #BANNER1 & # Group's OMS (Optimum Media Solutions) has retained the media account for Amway, one of India's popular direct selling FMCG companies. The Amway media business is reviewed annually, but no pitch process was conducted this year; OMS was awarded the account based on its performance in 2007.

Bill Pinckney, chief executive officer and managing director, Amway India, says, "One of our values is partnership, and we are glad that over the years, OMS has done well to invest in our account. Their effort on our business is appreciated."

Frames from the
Amway commercial
The creative agency on Amway is Rediffusion DY&R; there has been no change on that front. A recent ad for Amway had people from various walks of life facing frustration when their basic things of use don't work, and they cry out for help. The voiceover explains that Amway is there to listen and to solve their problems.

Commenting on OMS' association with Amway, Chandradeep Mitra, president, OMS, says, "We have had a long and steady relationship with Amway and it feels good when a client appreciates and rewards the agency. Gestures such as these foster and strengthen partnerships."

Niti Kumar, business director, OMS North and East, says, "Amway is a cherished account at OMS and we have seen the brand grow in leaps and bounds in the last few years."

According to Kumar, Amway has various interesting plans for the coming year, and OMS' challenge will be to find newer and better ways to make media vehicles work for the brand.

For the record, Amway India is a wholly owned subsidiary of the US$7.2 billion Amway Corp. Amway has a presence in 88 countries and territories. Currently in its 10th year of operation, Amway India has a presence in product categories such as nutrition and wellness, personal care, home care, cosmetics and insurance.