Madison Media retains Airtel account

By afaqs! news bureau , afaqs!, New Delhi | In Media Planning & Buying
Published : June 07, 2010
Apart from media duties, the agency will also handle digital and outdoor for Airtel

Finally, the verdict on one of the biggest pitches of the year is out, and Madison Media has retained the Airtel business. Madison competed with six other media agencies, including TME, Starcom MediaVest, Percept, Mediaedge:cia, and Lintas Media Group to win the account.

The agency has been handling Airtel's media duties for more than five years. However, Madison Media will now handle out-of-home and digital for Airtel too.

Speaking about the decision, Mohit Beotra, Airtel, says, "As part of the review, we scanned the entire market and evaluated agencies on their infrastructure, current level of expertise and capabilities, and past track record. We came to the conclusion that Madison, the incumbent agency, had what it takes to best meet our requirements and help us face the challenges that lie ahead of us. We also evaluated other units of Madison World and have decided to place our outdoor and digital business too with Madison Media."

Madison Media offers digital as part of its offering; while Madison World's outdoor presence is through its two companies - MOMS and Platinum. It will also set up a dedicated team within Madison Media to handle the Airtel outdoor account. Hitherto, Airtel's outdoor duties were with Portland, a unit of Group M.

Commenting on the win, Sam Balsara, chairman and managing director, Madison World, says, "Those of our clients who, for process reasons or whatever, find the need to occasionally scan the market, invariably choose Madison, after being reassured that Madison offers an unbeatable combination of infrastructure, skill sets and technical expertise, bound together by a much admired value system."

He adds, "Airtel is a unique company that has demonstrated that Indian companies can also achieve scale and profitability on the back of innovation, professionalism and determination. It is a privilege for us to have Airtel as our client."

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