GroupM's Motivator has retained the media mandate for Apple products - iPhone, iPad and Mac.
Motivator won the account after a month-long pitch process that was conducted in December. As per the industry sources, ZenithOptimedia and Madison also participated in the pitch.
According to a press statement sent by Motivator, the pitch process included higher weight for strategic strength, ability to think fresh ideas and execute them in alignment with Apple guidelines, digital capability and precision execution. Motivator was chosen on the basis of the strength of its strategic recommendation, its understanding of brand Apple and its executable ideas leveraging Apple's iconic status without making it populist.
The agency has been handling the Apple account for the last 14 months. While the iPhone account will be handled by Motivator's New Delhi office, iPad and Mac mandates will be taken care of by the Bengaluru office of the agency.
Motivator will also leverage GroupM's specialist practices - digital, mobile, activation, social, search, analytics, content and trading.
Apple India spends Rs 150 crore on media including print, radio, digital, activation and out of home, with iPhone leading the contribution with more than 70 per cent.
In the last few months, iPhone grew by 400 per cent on the back of its new product launches and buyback offers. As mentioned in the media statement, Ingram Micro & Redington decided to put the iPhone business on review given their ambitious growth plan.
Rabe T Iyer, managing partner, Motivator affirms that a top team is already in place to deliver from February 1 onwards. "Apple's iconic status coupled with 'less is more' approach puts a huge responsibility in building cutting edge solutions keeping to the brand standard; we have successfully done this for the last 14 months and are confident of pushing the envelope further to win in the market place," he says.
Iyer adds, "This year the emphasis is going to be on powering iPhone sales through innovative digital solutions besides a strong content strategy across platforms. Print's tactical use will have to be balanced by creative use of media to keep the brand in the desirable space."