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Initiative Media wins Sara Lee account

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Initiative Media wins Sara Lee account

Initiative Media, the 1000 crore media buying and planning, has bagged yet another new business. Sara Lee TTK Ltd. has awarded its media planning and buying account, expected to be about Rs.12crore, to Initiative Media.

Sara Lee, a joint venture firm, manufactures and markets a range of personal care products, including the well-known brand Brylcream.

The pitch, which took place about a month back, saw MindShare, Madison and Initiative media fighting for the Sara Lee account. Says Ashish Bhasin, President, Initiative Media, “I think we won the pitch because in Chennai, we are the largest media planning and buying agency and handle quite a few local AORs there, like Reynolds, MRF and Coca-Cola.”

Comments K.M Chandy of Sara Lee, “Initiative media bagged the account due to its superior systems and processes. Moreover, their credentials have been quite commendable.”

Earlier, the Sara Lee account was being handled by RK Swamy and Euro RSCG. While both these agencies would continue to handle the creative of Sara Lee, the media would now be handled by Initiative Media.

An excited Bhasin commented, "We are very excited about this win as it will give us an opportunity to work on some very strong international brands like Brylcream. Initiative Media is the largest media company in Chennai and this will help us further consolidate that position."

Initiative Media has recently introduced softwares and tools like IMprove, IMphase, PAD modelling, Radar and others and is handling AOR’s like Bajaj Auto, Maruti, ITC, HSBC, Britannia, Titan (Planning) LG, Coke (TN & Kerala) among others.


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