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Max New York Life shifts CRM & Activation biz from M&C Saatchi to EuroRSCG

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Max New York Life shifts CRM & Activation biz from M&C Saatchi to EuroRSCG

Max New York Life has revised its work allotment to agencies and has moved its CRM and Activation business from M&C Saatchi to EuroRSCG.

Anisha Motwani, Chief Marketing Officer, Max New York Life Insurance Ltd, confirmed the development to exchange4media and said, “EuroRSCG will now handle CRM and Activation for us. Earlier, it was M&C Saatchi.”

Refuting rumours of Max New York Life calling a pitch for its creative duties, Motwani clarified that the insurance company had not called for any pitch and that EuroRSCG remained the prime agency on board.

Sushant Panda, Director, EuroRSCG, added, “It is an expansion of our role. We are handling the regular insurance products along with the i-Genius engagement and now, CRM.”

Apart from EuroRSCG being given a new division to take care of, Ogilvy & Mather, which is also managing the brand, has been re-assigned the duties on project-based arrangement from retainership contract. The agency chips in on special projects for the private insurance brand. Currently, it is in charge of ‘Max Vijay’, an insurance product designed specifically for the under-served segment of the society.


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