Official confirmation to Madison Media bagging the Tata AIG Life media AOR arrived a week after exchange4media broke the news. The size of the account (currently estimated at 20 crore-plus) is pegged at more than double for the year 2005.
The pitch was called early November and agencies that were pitted against each other, included Mediaedge: cia, The Media Edge, Starcom, Madison, Lodestar and Insight (part of Lintas Media Services). The process was divided in two rounds: in the first round, media agencies pitched for the business and three agencies were short-listed for the second round. Madison, Starcom and Mediaedge: cia were the final contestants in the second round.
On the success, a delighted Sam Balsara, Chairman and Managing Director of Madison Communications, says, “We are extremely happy to add Tata AIG to our roster of blue chip clients. Tata AIG Life was looking for a totally revolutionary media approach and I am particularly pleased that they have decided that we were the best suited to cater to their needs. It’s been a good year for Madison with so many prestigious wins. I’m glad that the substantial investments that we have made over the last few years in building intellectual capital and infrastructure are beginning to pay off ”.
Rohit Mull, Vice President, Marketing of Tata AIG Life, reflects on the reasons for choosing Madison Media, “Madison Media’s credentials are impeccable and we believe that they are well suited to meet our business challenges. The changes in the environment today require an AOR team that is highly committed, innovative and involved with our day-to-day business goals and Madison Media’s impressive track record with existing clients reflects its expertise and performance-oriented approach.”
Punitha Arumugam, CEO, Madison Media (West), who had led the pitch, is enthused with the win. “Our interaction with the team at Tata AIG Life so far has been extremely exciting and we are eagerly looking forward to working closely with them on the media challenges posed by them,” she says.
In the last 18 months, Madison Media has had a dream run and has won businesses like Asian Paints, Cadbury, Hyundai, Marico, Airtel, and McDonalds. Some of the other businesses that Madison Media handles include P&G, Coca-Cola India, Godrej, Essel Group, Kotak, Perfetti, Kinetic, etc.
Tata AIG Life is one of India’s leading life insurance companies and is considered to be one of the most dynamic, innovative and amongst the fastest growing financial organisations in the country and represents the trust and integrity of the Tata group combined with the international expertise and financial strength of AIG Inc.