Maruti Udyog has consolidated its AOR account with Initiative Media. As reported by agencyfaqs! in June, India's No 1 automobile maker has been looking to bring its media business under one agency since the beginning of this year and, to that end, had asked both its roster agencies to pitch for it.
Earlier, the Maruti AOR was split between Initiative Media and Madison Media. While Initiative Media handled the buying duties for print, Madison handled the buying duties for television. The planning part was handled by the respective creative agencies on the company's various brands.
The latest move is significant given the size of the business. The company is among the top three spenders in Delhi and the AOR is estimated at Rs 60-70 crore, say company insiders.
For the record, the creative agency combination of Maruti stands like this. Lowe handles Alto, Baleno, Esteem, Omni and Versa; Hakuhodo Percept carries on with Maruti 800 and Zen; Capital Advertising handles the True Value (automobile finance) account as well as the corporate advertising and N2N (fleet management service) businesses of Maruti; and Contract is in charge of Grand Vitara besides WagonR. © 2003 agencyfaqs!First Published : July 17, 2003