afaqs! news bureau

MEC bags the media duties of DNA

This is the first time DNA has appointed an agency to handle its media duties.

MEC has been awarded the media duties for the newspaper Daily News & Analysis (DNA), which is published from Mumbai, Pune, Bengaluru, Ahmedabad, and Jaipur.

DNA has appointed a media-buying agency for the first time since it was launched five years ago. There was no official pitch for the account.

MEC bags the media duties of DNA
The size of the account could not be ascertained at the time of filing the story, but it is believed to be a big one.

DNA is owned by Diligent Media, a joint venture company of the Dainik Bhaskar Group and the Zee Group.

Gautam Dalal, vice president, marketing, DNA says, "The media buying of Zee is done by MEC. Hence, this is one of the reasons for selecting them, though we did check their credentials before."

MEC bags the media duties of DNA
Dalal further adds, "The agency has an excellent track record. With their 'active engagement' philosophy, we will be able to engage and interact with our audiences in a unique way. Their buying clout will help us do this in the most cost-efficient way."

Manjiri Kamat, managing partner, MEC says, "The year 2011 has begun well for us. After bagging Flipkart last month, we are happy to have bagged DNA, as well. This is the first time that we will be handling a publication group as a client. DNA has just launched a multi-media 'India Positive' campaign. A lot more is expected soon."

Though DNA has appointed MEC as its media-buying agency, it will consider handing its outdoor duties to MEC, if satisfied.

For the record, MEC is part of GroupM. It has four offices across India, employing over 130 people. MEC handles various clients like LG Electronics, Colgate, Reliance Communications, Nivea India, Mercedes Benz, Zee Network, HDFC Standard Life Insurance, Citi, DHL, Sony Ericsson, Singapore Tourism Board, Cavinkare, Singapore Airlines, and Jaypee Cements, among others.

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