Media Content and Communications Services (MCCS) has appointed Mindshare as its media agency, or as Neeraj Sanan, VP, MCCS, told exchange4media, “media agency partner”. Even as MCCS was working with Mindshare prior to this on an informal basis, this is the first time the company has officially appointed a media agency. The creative of the business continues to be handled by MCCS’ in-house unit, Central Creative Cell.
There was no formal pitch process prior to the development, though MCCS did speak to other agencies before finalising its decision to work with Mindshare. The company is seeing Mindshare not only as a media agency, but also as a brand consultant and a product consultant.
Sanan explained, “That is perhaps the advantage when you are a media company. Mindshare can bring to us the external viewpoint on the various steps that we take as a company and that can benefit us much more in terms of the brand and the product that we are.”
MCCS is one of the higher spenders in the news channels genre, and the move is seen as MCCS’ endeavour to focus further on its brand building and growth. Mindshare’s Delhi office will handle the business.