Madison Media on a winning spree

By afaqs! news bureau , afaqs!, Mumbai | In Media | August 07, 2008
The new wins include Max New York Life, IndianOil, SpiceJet, and some more from the Bharti stable

Madison & #BANNER1 & # Media has, over the last few weeks, won several businesses including Max New York Life, IndianOil, SpiceJet, Bharti AXA Mutual Fund, Bharti AXA General Insurance, Bharti Retail and Bharti DTH. Combined, these businesses are worth more than Rs 300 crore.

As reported by afaqs! earlier, Madison and Lodestar Universal had jointly won the media duties for IndianOil, a business worth about Rs 100 crore. The other business SpiceJet has moved from BEI Confluence and the ad spends by this airline company is pegged at Rs 28 crore.

When afaqs! spoke to Sam Balsara, chairman and managing director, Madison World, he refused to divulge the exact ad spends for each of the above mentioned businesses.

Sam Balsara
However, he confirmed that Max New York Life and Bharti DTH are heavy spenders, while the two Bharti AXA accounts and Bharti Retail will be marginal spenders initially.

The wins come on the back of earlier wins such as BBC World Services Trust, Bacardi, Axis Bank, AOL and the Lodha Group.

Adding new businesses has never been Madison's strategy. Rather it has always focused on servicing existing clients better. "In hindsight, I think this is the most effective new business strategy any agency can adopt," Punitha Arumugam, Madison Media's group chief executive officer, said in an official communiqué.

Madison Media, recently in the news for winning the Grand Emvie at the Emvies 2008, services accounts such as Airtel, Coca-Cola, Godrej, Cadbury, General Motors, Marico, Essel Group, Asian Paints, TVS, AIG, Tata Tea, Blue Star, Mother Dairy, McDonalds and Dominos.