The Rs.25 crore Yamaha Motor India account has shifted to Mudra. The media AOR however remains with Optimal Media Network, an affiliate of TBWA Anthem. According to Nalin Kapoor, Chief Manager, Marketing, "There was only a creative pitch for the account for which a total of six agencies had participated. Optimal Media Network, however was not a part of the pitch. Mudra bagged the entire account except for media buying, which remained with Optimal Media Network."
Says Gopinath Menon, VP and Country Head, Optimal Media Network, "The media model created by Optimal Media Network, specifically for Yamaha, has been a great success and was probably the reason why we are still the AOR for Yamaha. In fact, we would now be handling all Yamaha brands, as opposed to three earlier. The media model successfully linked the product off takes and media investments."
Yamaha media alignment is part of the growing trend of insulating media from other advertising duties. Marketers increasingly prefer a specialist agency for media. Says Kapoor, "Buying efficiencies are created if media is insulated, since buying is not disturbed by creative. This is why we have insulated our media with Optimal Media Network." Media planning for all the brands will, however, be part of Mudra’s mandate.
While the win should bring cheers to Mudra, TBWA Anthem can find solace in its affiliate Optimal Media holding on to important media duties.