Britannia Industries has completed the multiagency pitch process it had initiated a few months back to find a custodian for its media duties. The mammoth account that is pegged in the vicinity of Rs 150 crore is headed to MEC according to sources familiar with the development.
Britannia officials did not respond to exchange4media’s queries on the development and MEC officials could not be contacted but highly placed sources have confirmed that that the three and half year relation between Britannia Industries and Madison Media would be coming to an end.
As is known, Madison Media had won the business in July 2009 and has handled it since.
The win is a significant, and a prestigious, one for MEC adding to the agency’s accolades in the year.