The industry buzz on Perfeti’s media business has been doing the rounds for a long time but the word is finally out. Perfetti Van Melle is in the process of appointing a new media partner, as it has decided to mutually part ways with Madison Media that had so far been the media custodian. According to reliable industry sources, MAXUS, a GroupM company, is the frontrunner to be the media partner of Perfetti for a business pegged in the region of Rs 50 crore. At the time of filing this report, an official confirmation was not available from Perfetti.
It is known that Perfetti had been scouting for a media partner since October last year. It was around mid-October 2005 that Perfetti called for a pitch. According to informed industry sources, Maxus, Lodestar and Starcom were invited for the pitch.
The creative business continues to be divided among Leo Burnett, O&M and McCann Erickson.
Sameer Suneja, Head-Marketing, Perfetti Van Melle India Limited, said, “Our relationship with Madison dates back to year 2000 and we would like to place on record that Madison has played an outstanding role in taking our company to commanding heights in India from a very small base. I would like to place on record Madison’s total commitment, professionalism and creative thinking which has led to the outstanding creative media plans year-after-year along with flawless execution. We are indeed sorry to part ways with an agency like Madison Media, because of new international guidelines. The new agency that comes on board has a tough act to follow.”
Sam Balsara, Chairman and Managing Director, Madison Communications Pvt. Ltd, commented, “I am delighted at the sentiments expressed by Perfetti Van Melle and I am glad that we played a significant role in building the company in India. It is unfortunate that we are not in a position to work together because of changed circumstances.”
Sources further informed that the reason for the two to part ways was due to Madison’s client Cadbury’s which too is in the confectionary segment, thus creating the possibility of potential conflict.