Maxus wins ITC from Madison

27 Mar,2017


By A Correspondent


Early in February this year, GroupM agency Maxus lost the Rs 250-odd crore account to Madison. And now it has got back and grabbed the coveted Rs 550+ homegrown cigarettes-to-hotels-to-food products conglomerate ITC Limited from Madison.


As has been known, the account has been bagged in a fiercely contested pitch with five contenders in fray: Madison, GroupM (Maxus), IPG Mediabrands (Lodestar UM), Dentsu Aegis Network (Carat) and Publicis Media.Madison had bagged the ITC account in 2010.


In the last lap, it’s said that other than Madison, Maxus and IPG were in the fray. ITC officials are reported to have visited the Maxus and IPG offices for detailed discussions and an evaluation.


Like it was done with Madison in 2010, Maxus will also set up ‘Team ITC’ a dedicated team to service the business.


The Media AOR will move to Maxus with effect from April 1. According to information received, Madison was informed of the move last week.


Said Kartik Sharma MD of Maxus, South Asia: “We are excited and humbled to be chosen by ITC to be their media partner. We have huge respect and admiration for ITC in the way they have built their business and brands. We are confident that through our consistent investments behind cutting edge tools and a diversified talent pool across data, digital and content we will help deliver competitive edge to ITC for their future growth”


Added CVL Srinivas CEO GroupM, South Asia: “We are delighted to be chosen by ITC as their media agency partner. This win comes as a huge recognition that we are on the right path as far as future proofing our business is concerned in an otherwise highly commoditised media industry. The investments we have made in talent, technology and data are helping us keep our clients ahead of the curve. We look forward to partnering ITC on its next phase of growth”.


Over the years, GroupM as a whole and Maxus specifically have upgraded themselves in technology-led solutions. Last year,  ‘Maxus Kaleidoscope’, a mood-based planning tool was launched. This is Maxus India’s second initiative on behavioural mapping, the first being Moribus, a behavioural sciences lab by a media agency.


Maxus also launched ‘Mesh’, a marketing command centre and dialogue engine, in partnership with Singapore-headquartered social media marketing firm Vocanic. Last year, the agency partnered with Bengaluru-based IoTBLR for pervasive computing. Then there is innovation technology consulting unit ‘Maxus Metalworks’ which is now in the country.


ITC Limited is headquartered in Kolkata, with five diversified business segments: Fast-Moving Consumer Goods (FMCG), Hotels, Paperboards and Packaging, Agri Business & Information Technology. The pitch was for the entire media mandate of the company across categories, for both urban and rural markets.


While operations for ITC are generally done from Kolkata, Bengaluru and Mumbai, it is rumoured that it is likely that part of the ITC’s business operations may relocate to Mumbai in the near future.


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