Neo Sports shifts media duties to Maxus

Neo Sports has shifted its media duties from one GroupM agency to another

Neo Sports has shifted its media account from one GroupM agency to another. Maxus will now handle the media duties of the sports channel. The incumbent agency is Mediaedge:cia (MEC). The size of the business is estimated to be more than Rs 10 crore.

The consolidation was not preceded by a pitch process. Neo Sports, the GroupM client, moved the account since MEC bagged the account of Zee Entertainment Enterprises Limited (ZEEL) early this year. ZEEL's portfolio includes competing channel Ten Sports. Sources estimate the account size for ZEEL at about Rs 50 crore.

According to Ajit Varghese, managing director, Maxus, "For the channel, we want to give more focus on non-TV space. We would like to focus on media such as print, digital and some activation."

Recently, Maxus also bagged the account for Viacom18 Media and now handles all the four channels, namely Colors, MTV, Nick and VH1.

Maxus handles several other media brands, including Rediff.com, HT Media, Aaj Tak and Fever 104 FM, and this seems to have worked in its favour.

Recently, Neo Sports appointed Ashish Bahl as head, marketing.

In another recent development, the Times of India Group bought a stake in Nimbus Communications and its associate company, Neo Sports Broadcast (Neo Sports).

Have news to share? Write to us atnewsteam@afaqs.com