| 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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