Britannia has appointed Madison Media as its strategic planning and media innovations partner for corporate advertising. Madison won this assignment in a planning pitch, which involved Madison and Initiative Media. The move is important as it introduces a third agency to Britannia's media business.
Confirming the news to agencyfaqs!, CVL Srinivas, chief operating officer, north and south, Madison Media, said, "Media savvy advertisers are increasingly realising the value of Madison's media product and we are extremely delighted to be associated with the Britannia account." Srinivas, however, refused to delve on the size of the business or whether the agency would be working on a fee or a commission basis. "We are working those things out," was all he would say.
To put things in perspective, the Britannia AOR till recently was split between Mediacom and Initiative Media. While Mediacom was the AOR on Britannia's dairy business, Initiative Media handled the Britannia biscuits AOR. The corporate business was awarded to one or the other on a case-to-case basis. "What it (Britannia) has essentially done is segregate the planning portion of their corporate advertising account and given it to us. The buying duties for corporate would be discharged by one of the other two AORs for Britannia," says Srinivas. Madison will service this account out of its Bangalore office, that is from the city where Britannia is headquartered. © 2003 agencyfaqs!