IPG Mediabrands, which remained out of the news for a major part of last year, came into the limelight with three major account wins in the last quarter of 2013 – Heinz, Samsung and Reckitt Beckinser.
The account size of the Heinz account is estimated to upwards of Rs 100 crores. While 10 per cent of the business for the brand was handled by Havas Media, the rest was handled by Starcom MediaVest Group.
Reckitt Beckinser was bagged on the back of a global pitch and is a huge business in terms of value and scale. The media duties on the account were earlier handled by ZenithOptimedia in India.
The third big win for IPG Mediabrands is Samsung, which is estimated to be around Rs 500 crore. Starcom Mediavest was the incumbent agency on the account.
What fuels IPG Mediabrands No. 2 position is the loss of major accounts by other agencies that come under the Publicis-Omnicom umbrella, including Starcom Mediavest’s Samsung and Heinz, won by IPG Mediabrands, and Zydus Wellness and Kotak Mahindra won by GroupM. Reckitt Beckinser’s substantial business won by IPG Mediabrands in India and Aegis in the UK was a huge loss suffered by ZenithOptimedia as well.
GroupM continues to enjoy the position of the leading media agency in India, supplemented on the back of a bevy of new business wins last year.