Marico Industries has shifted its estimated Rs 50-crore media duties from Mediacom to Madison Media. Saugata Gupta, head, marketing, Marico Industries, confirmed the development, stating that the media responsibilities, covering both planning and buying, have been entrusted with Madison Media. However, before reaching a decision, the company had evaluated three other agencies, besides Madison Media. These included Maximise (Group M), Carat and ex-incumbent Mediacom, the media unit of Grey Worldwide.
Speaking about the development, Ajit Varghese, general manager, Madison Media, Mumbai, says, "I am delighted to win this large piece of media business, and I am confident that we will be able to use our media experience and expertise to strengthen the Marico brands in the market." To that, Sam Balsara, chairman and managing director, Madison Communications, says, "It's been a good year for Madison with so many prestigious wins. I am glad that the substantial investments that we have made over the last few years in building intellectual capital and infrastructure are beginning to pay off."
Elaborating on the reasons for taking a decision in Madison's favour, Gupta says, "The agency has an excellent track record, and their innovative thinking, we thought, would help us get more bang for the buck. What's more, we saw a synergy of both culture and value systems in the two organizations." With the Marico AOR, Madison Media adds another juicy business to its client roster, which already boasts such names as Coca-Cola India, P&G, Godrej Consumer Products, Godrej Sara Lee, Kinetic, BPL, Playwin, ACER, Asian Paints, Hyundai, Kotak, Ceat and Cadbury. © 2004 agencyfaqs!