Media Direction, the specialist media agency of RK Swamy BBDO, is on a roll. It has just bagged its third media AoR within a month. Effem India has awarded the media AoR of its pet food brand Pedigree to Media Direction. The size of the business is estimated to be in the region of Rs 10-11 crore. The creative duties for Pedigree, a Hyderabad based account, will continue to be with TBWA.
TBWA and Media Direction participated in the multi-agency pitch for the media business last month. There were two rounds of presentations.
S Yesudas, COO, Media Direction, said, “We feel privileged to be partnering this global brand. This is the third media AoR that Media Direction has bagged within a month, the other two being BSNL and RICOH. We will try to deliver measurable RoI to all clients, including Pedigree.”
According to a source in Effem, the media mix will consist of multimedia campaigns including press, TV, outdoors, events, etc. The client is looking at “innovations in Pedigree’s campaign”.
Among Media Direction’s other clients are Visa, Birla SunLife, Mercedes Benz, Raymond, Sara Lee, Videocon, Ministry of Tourism, Faber Castell, State Bank of India Group and Hawkins.