IMN News appoints MPG as media agency

By afaqs! news bureau , afaqs!, New Delhi | In Media Planning & Buying | May 27, 2010
The agency bags the account, worth Rs 30 crore, in a multi agency pitch

Media Planning Group (MPG), part of the Havas Group, has won the media buying and planning duties for Indi Media owned English news channel IMN News (Independent Media Network). The account size for IMN News, earlier known as NewsX, is estimated to be about Rs 30 crore. There were six agencies in the fray for the account.

"The way MPG strategised the media plan for the channel was very similar to what we have in mind. Also, it understood our business better than all the other agencies that pitched for the account," says Gareth Thomas, assistant vice-president, marketing, IMN News.

Apart from using traditional media such as TV, print and OOH, the company is looking at leveraging digital media in a big way in its communication plan.

Early this year, Nai Duniya owned English television news channel roped in TBWA/India as its creative agency. The creative account is estimated at Rs 15 crore.

Additionally, the company has rolled out an event arm as a standalone business and has brought in a new team under the supervision of Monjit Sharma, head, sales, IMN News. "We will focus very heavily on promotion of the brand and also as a solution for clients," says Thomas.

The company will look across the board and across target groups which are in line with the news channel. "We will do everything across the board which we deem fit for the topic and as well as our requirements with the clients," Thomas elaborates.

As the first event, the company has tied up with CEO Clubs of India to organise the event, Brand India: Determining the Future, to be held on June 4 in New Delhi.

The news channel recently adopted a new brand identity, which was designed by Argentina based Stein Branding. The new brand name, IMN News, will be accompanied by an entirely new look, including new sets and a new on-air presentation style, giving the channel a comprehensive makeover.

The new look channel will be unveiled within a few months and will have a similarly redesigned website, IPTV service and mobile TV. "We plan to launch the channel as soon as the summer holidays get over," says Thomas.

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