MUMBAI: Following a multi-agency pitch involving Maximise (Group M), Carat, Madison Media and Incumbent Agency - Mediacom (Media unit of Grey Worldwide); Sam Balsara's Madison Media yesterday bagged the media responsibilities covering both planning and buying of Marico.

Marico head of marketing Saugata Gupta made the announcement late last night after he heard presentations from the agencies over the last four days.

An obviously delighted Madison Communications chairman and MD Sam Balsara says, "It's been a good year for Madison with so many prestigious wins. I am glad that the substantial investments that we have made over the last few years in building intellectual capital and infrastructure are beginning to pay off."

Says Gupta on the reason for choosing Madison Media, "The agency has an excellent track record and their innovative thinking, we thought would help us get more bang for the buck. What's more, we saw a synergy of both culture and value systems in the two organizations."

Madison Media handles a number of prestigious clients including Coca-Cola, P&G, Godrej Consumer Products, Godrej Sara Lee, Kinetic, BPL, Playwin, ACER, Asian Paints, Hyundai, Kotak, Ceat and Cadbury. Madison Media is a part of the Rs. 700 crore Madison Communications group, which has specialized units in Creative, Outdoor, PR, Rural and Merchandising, apart from Media.