The Mediaedge bags AOR business of SKF Bearings, Keo Karpin

NEW DELHI: Extending its winning spree, the Young and Rubicam group media specialist The Mediaedge (TME) has added two more new businesses in Deys Medical’s Keo Karpin range and SKF Bearings. TME will work on media planning and buying for both accounts.

Keo Karpin account was won in conjunction with Rediffusion DY&R in Kolkata while SKF Bearings will be handled by TME Mumbai office.

These two wins follow the recent acquisition of three buying assignments from Tata group companies (Tata Teleservices, VSNL and Tata Engineering), entire media business of Apollo Tyres in Delhi and Nycil and Farex from Heinz in Mumbai.

“We won the SKF Bearings business on the basis of two presentations. The final presentation included entire category review and insights into marketing and media investments. Our strategic inputs proved crucial in the final analysis,” said TME president Divya Gupta. According to TME, two more agencies were in contention for the account.

On the size of the new business, “It’s too early for us to comment. We are still working on details with our clients and we would be in a position to reveal figures later on,” said Gupta.

For the Keo Karpin account, TME had to stave off challenge from four more agencies. According to TME, other agencies which were in the fray for Keo Karpin range included Bates, O&M, FCB Ulka and RKSwamy BBDO.

On the Tata group of companies wins, Gupta added: “We have shown consistent growth in the recent past. TME will handle media buying of 26 companies of the Tata group. This is reflection of our consistency and ability to deliver.”

The Mediaedge's other large clients are Colgate-Palmolive, Parle Products, Godfrey Phillips amongst others.

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