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Maximize tags Titan planning AoR

MUMBAI: Last Wednesday - 24 March 2004 - GroupM's Maximize announced it had won the media AoR business of Britannia. Close on the heels of that win, exactly a week later, the agency has bagged another prestigious account, the planning AoR of watch major Titan, which becomes effective from 1 April 2004.

Maximize's new managing director CVL Srinivas, who joined the agency earlier this year, is certainly not letting any grass grow under his feet looks like. Srinivas has been instrumental in winning both the Titan and Britannia AoRs.

In a multi agency pitch that involved Madison, The Media Edge, Maximize and Carat; Maximize emerged the winner and will be handling the planning for three watch brands - Titan, Tanishq and Sonata.

The Titan AoR, which is currently being handled by Initiative Media, is pegged at Rs 250 million.

On being asked what gave Maximize the upper hand in the multi agency pitch, Srinivas said, "We offered the client a holistic solution that combined traditional and non traditional media. Additionally, using our propriety research tool - 3D - we were able to come up with very specific solutions in the watch brand category. These two combined is what swung the account in our favour."

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