In a significant development, Cadbury's, whose media duties rested with Carat Media Services, has called for a pitch.
According to sources in the know, the chocolate major had called for a pitch around two or three weeks ago and agencies invited included Madison and Maximize. In total, around seven to agencies were invited for a credentials presentation though names of the others could not be ascertained. Incidentally, both Maximize and Madison have made their respective credentials presentations in the last seven days.
Sources point out that considering the number of agencies invited and the investment of time and energy into the pitch process, the company may have made up its mind to move the business out of Carat, though no confirmation was forthcoming on the subject.
Another indicator, say sources, is the fact that "Carat is nowhere in the picture" in terms of defending the account. For the record, Cadbury's was the second account to be acquired by Carat in India, the first being Bacardi. The planning and buying AOR of Cadbury's is estimated to be upwards of Rs 40 crore and has been a feather in Carat's cap.
If all goes well for rival agencies, this would be the second high-profile movement of business from the media independent with Asian Paints already announcing that it was moving its account out of the agency.
Officials at Asian Paints though refuse to put a finger on who will be the company's next media agency. "We are in the process of evaluation, which will take another two or three weeks," states a company official. He does however indicate that the agencies being considered are "Madison and MindShare". © 2003 agencyfaqs!First Published : May 09, 2003