Maxus pips Madison to bag ITC account


NEW DELHI: GroupM’s Maxus has bagged the media account for ITCBSE -1.32 %, replacing Madison Media as the agency on record for the Calcutta-based conglomerate that has business interests in consumer goods, hotels, paper boards, and agri-produce.

The size of ITC’s media account is more than Rs 550 crore, according to industry insiders. The mandate is effective April 1, 2017. Because of the highly-diversified portfolio ITC offers across multiple locations, Maxus is putting together a 50-member specialised team called the ‘Team ITC’. The dedicated team will be based out of Bengaluru and Mumbai, and will handle both the urban as well as the rural markets.

A Big Deal

The account was won by Maxus after a multi-agency pitch: Among others in the fray were Dentsu Aegis Network, IPG Mediabrands, Publicis Media, and Madison, the last of which was fighting to retain the account. Madison has been handling ITC’s media account since 2010.

CVL Srinivas, CEO of GroupM in South Asia, said: “We are delighted to be chosen by ITC as its media agency partner. This win comes as a huge recognition that we are on the right path as far as future proofing our business is concerned in an otherwise highly commoditised media industry. The investments we have made in talent, technology and data are helping us keep our clients ahead of the curve. We look forward to partnering with ITC on its next phase of growth.”