Exide Industries has signed on its advertising partners. This would be the first year that Exide has shopped for an independent media agency. Prior to this, the media function was bundled with the creative and was largely taken care of in-house. Triton was the agency on the business until March 2006. Following this, Exide invited agencies to contest for the advertising business.
Lodestar Universal has bagged the media mandate. This is the first win for this recently merged entity of Lodestar and Universal McCann. The other agency in the fray was MindShare.
On the creative front, JWT has been signed as the agency following a multi-agency pitch. The others in the fray included McCann Erickson, Saints and Warriors, and Genesis. Of these, Exide shortlisted JWT and McCann Erickson. However, Arnab Saha, VP, Automotive Marketing, Exide Industries Ltd, informed that the creative designed by JWT was bang on in terms of the positioning that the group wanted for Exide.
As is known, JWT is already working on Standard Furukawa, another brand from the group. As to what worked in Lodestar Universal’s favour, Saha said, “It really was the strategy they adopted. This year we have planned a lot of activities with media and are looking for a 360-degree approach. We found a lot of science and detail in Lodestar’s approach to media spends, and that is what turned the decision in their favour.”