Madison Media acquires 13th AOR in Asian Paints

By , agencyfaqs! | In | May 21, 2003
The business is estimated at Rs 35-40 crore

To be invited by one of the savviest media clients for a pitch presentation is an honour by itself, and winning the business at the end, makes the reward even sweeter. At Madison Media, the mood is decidedly upbeat with the acquisition of the Asian Paints AOR estimated at Rs 35-40 crore. "We are delighted," says Punitha Arumugam, chief operating officer, Madison Media (west), who led the pitch, which took place in the first week of May.

With this win, Madison has pocketed its thirteenth AOR with both media planning and buying under its belt. "An AOR implies that media is the focus," says Arumugam. "You can deliver single-mindedly," she adds.

Pitted against MindShare, the only other agency in the fray for the business, Arumugam would know the importance of being single-minded in one's approach. According to KBS Anand, vice-president, sales and marketing, Asian Paints India, the company had called for a pitch in the third week of April, inviting both Madison and MindShare. "The brief given solicited their viewpoints and analysis on various facets of media planning, buying, operations, research and financials," he says.

The final decision was arrived at in the subsequent week following the pitch. However, Anand refuses to be drawn into a discussion regarding the company's choice of Madison over MindShare. "No comments," is his prompt reply.

Nor will he highlight his company's expectations from the newly appointed agency in the wake of the account's movement from Carat Media Services.

Meanwhile an excited Arumugam states, "It will be an overall partnership aimed at providing total media solutions to grow the brand." © 2003 agencyfaqs!

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