The Media Edge picks up Keo Karpin (planning) and SKF Bearings AOR

The Mumbai and Kolkata offices of The Media Edge have picked up two new pieces of business recently. The Media Edge, Kolkata, has bagged the media planning duties of Keo Karpin, and the agency's Mumbai branch has picked up the AOR for SKF Bearings. While there was no information on the exact size of the two businesses, agencyfaqs! learns the two together would add "upwards of a couple of crores" to the agency's billing.

Talking about Keo Karpin, Arijit Ray, branch manager, Rediffusion DY&R, Kolkata, informs the company - Dey's Medical - plans to handle the media buying part on its own. The incumbent for Keo Karpin was Zenith Media and the pitch, which happened almost a month ago, included RKSwamy/BBDO, Bates, O&M, FCB-Ulka, besides The Media Edge. Incidentally, Rediffusion, Kolkata, also handles the creative part of the Keo Karpin business, which was won recently in a multi-agency pitch against incumbent McCann-Erickson. The total size of the Keo Karpin business with Rediffusion/The Media Edge is upwards of Rs 4 crore.

While The Media Edge has been entrusted with the planning duties only, Ray is upbeat. He says, "Keo Karpin is a significant addition since it is one of the most prestigious portfolios in the eastern region and one of the more well-known hair oil brands in the national context." His enthusiasm stems also from the fact that the agency has picked up the creative duties of the galvanised corrugated sheets business of TATA Steel only a few days back. Ray says, "TATA Steel again is one of the most respected corporate houses in the region and in the country. It is very satisfying since this would be the first time we would be working with TATA Steel. The entire team is gung-ho on this and rearing to go."

The Mumbai branch of The Media Edge on its part has won the SKF Bearings business in a three-way pitch - which included Euro RSCG and The Media Edge besides a third agency whose name could not be ascertained. A senior official placed with the agency's Mumbai branch informs that SKF Bearings has been very active in print and in below-the-line activities till now. "If they take to television, the account has the potential to become big in terms of billing," he indicated. For the record, Everest Integrated Communication handles the creative duties of SKF Bearings out of its Mumbai office.

The agency informs it has already had a couple of sessions its new client in the nature of "product briefings" and its work will be seen in the media in "a couple of months". © 2003 agencyfaqs!