A day after winning the L’Oreal business, Maxus as bagged another big ticket account. Parle Products has appointed Maxus as the media AoR for its entire portfolio. TME was the incumbent media agency and had been handling the account for the past eight years. The account size is pegged at Rs 50 crore.
The win comes on the back of a pitch that saw four agencies competing in the final round – Maxus, Starcom Worldwide, Lodestar and Karishma Initiative.
Confirming the development to exchange4media, Pravin Kulkarnii, GM – Marketing, Parle Products, said, “All the four agencies in the final round were good. But we appointed Maxus because we liked their strategic planning tools and buying strategy.”
It may be recalled that Parle Products had embarked on a review of its media duties for its complete portfolio and had invited media agencies in May 2010 to make presentations to get a fresh perspective on its media business.
Parle Products is one of India’s oldest biscuits and confectionery products companies. This move by the company is an effort to continue to engage with the youth, who are now more focused on digital platforms for their media consumption.
Parle Products reviews media biz of entire portfolio