Tata Tea has been quick to decide on who will be its media partner. While all the presentations culminated yesterday, the company has zeroed in on Madison Media to handle its media duties. The account is worth around Rs 20 crore. The other agencies in the fray were the incumbent The Media Edge, Mediaedge:cia and Starcom.
With this, the media buying and planning of Tata Tea comes in the custodianship of Madison Media. The selection and the awarding of the AOR was based on credentials and the participating agencies response to a case study. Sources indicate that it was one of the most professionally managed pitches in recent times and the final selection was based on the agencies balanced approach to strategic planning and buying.
Sangeeta Talwar, Executive Director, Tata Tea Ltd said, "We felt Madison was best suited to partner us in our strategic intent of aggressive growth path planned for the future."
Sam Balsara, Chairman & Managing Director, Madison Communications, said, "Happy days are here again. Tata Tea was the second AoR that we had won way back in 1995. Following the decentralisation of the Tata Group AoR, we are delighted to now have them back in our fold. I am sure that this renewed partnership will be an enduring one and we hope to use our media prowess to drive their growth even further."