Kotak Mahindra group ad account up for grabs
Purvita Chatterjee
AFTER its AOR account shifted from Mediacom to Madison Media, the Kotak Mahindra Group's advertising account is up for grabs.
The next couple of weeks will decide the agency that will gain the coveted account which has been with Grey Worldwide since the inception of the group in 1989.
Speaking to Business Line, Mr. C. Jayaram, Executive Director, Kotak Mahindra Finance Ltd, said, "The creative account is under evaluation and the group will take a decision in the next few weeks." The move to shift both its AOR and creative account comes in the wake of the group converting itself from a non-banking financial corporation into a bank and the need thus for a new identity.
Adds Mr Jayaram, "We have invited fresh bids for our bank's account and various presentations are being made by agencies." While pitches are being made by several agencies, including Grey Worldwide, Madison Communications has decided to stay away from pitching for the account in spite of having bagged its AOR recently.
States Mr Sam Balsara, CMD, Madison Communications Pvt Ltd, "We believe that its creative account is under evaluation but we are not pitching for it."
Meanwhile, having bagged the Rs 30-crore AOR account, Madison Media is expected to develop new tools in media buying and planning, in areas like insurance and banking, which are new emerging areas for the agency as well.
States Ms Punitha Arumugam, CEO, Madison Media (West), "We will be building a response model to get a better fix on our spends. The purpose would be to end up with a plan which has an impact and is cost-effective as well." The Kotak group has also appointed MOMS, the independent specialist outdoor division under Madison Communications for its outdoor planning and buying activity.
Adds Mr Balsara, "Although media is our largest revenue earner, today it's the outdoors unit which is our fastest growing division." With almost 12 clients under its fold, the new outdoors account from the Kotak Mahindra group is expected to boost its business.
In the recent past, the Kotak group has been primarily advertising for its Om Kotak joint venture insurance company with the baseline Zindagi ki azadi while two years ago it incorporated a universal baseline for its group (Zindagi ka hisab kitab) to reach out to a new set of retail customers.
Purvita Chatterjee
AFTER its AOR account shifted from Mediacom to Madison Media, the Kotak Mahindra Group's advertising account is up for grabs.
The next couple of weeks will decide the agency that will gain the coveted account which has been with Grey Worldwide since the inception of the group in 1989.
Speaking to Business Line, Mr. C. Jayaram, Executive Director, Kotak Mahindra Finance Ltd, said, "The creative account is under evaluation and the group will take a decision in the next few weeks." The move to shift both its AOR and creative account comes in the wake of the group converting itself from a non-banking financial corporation into a bank and the need thus for a new identity.
Adds Mr Jayaram, "We have invited fresh bids for our bank's account and various presentations are being made by agencies." While pitches are being made by several agencies, including Grey Worldwide, Madison Communications has decided to stay away from pitching for the account in spite of having bagged its AOR recently.
States Mr Sam Balsara, CMD, Madison Communications Pvt Ltd, "We believe that its creative account is under evaluation but we are not pitching for it."
Meanwhile, having bagged the Rs 30-crore AOR account, Madison Media is expected to develop new tools in media buying and planning, in areas like insurance and banking, which are new emerging areas for the agency as well.
States Ms Punitha Arumugam, CEO, Madison Media (West), "We will be building a response model to get a better fix on our spends. The purpose would be to end up with a plan which has an impact and is cost-effective as well." The Kotak group has also appointed MOMS, the independent specialist outdoor division under Madison Communications for its outdoor planning and buying activity.
Adds Mr Balsara, "Although media is our largest revenue earner, today it's the outdoors unit which is our fastest growing division." With almost 12 clients under its fold, the new outdoors account from the Kotak Mahindra group is expected to boost its business.
In the recent past, the Kotak group has been primarily advertising for its Om Kotak joint venture insurance company with the baseline Zindagi ki azadi while two years ago it incorporated a universal baseline for its group (Zindagi ka hisab kitab) to reach out to a new set of retail customers.
From Business Line a Financial Daily from THE HINDU group of publicationsFriday, Jan 24, 2003
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