Following a multi-agency pitch, Media Direction, the specialist media services arm of RK Swamy BBDO, has been appointed the AOR by Siemens Ltd. Initiative is the incumbent. The size of the business is estimated to be over Rs 12 crore. The move is effective from April 1, 2007. This will be serviced out of the Media Direction offices in Mumbai, Delhi and Bangalore, centrally coordinated from Mumbai.
Commenting on the reasons for choosing Media Direction, Sabir Khan, Chief Manager, Marketing Communication, Siemens, said, “The pitch was for our corporate campaign in order to understand the abilities of the participating agencies. The strategic focus provided by Media Direction coupled with their understanding of our business needs, our internal and external customers and a measurable ROI proposition played a role in their favour. They were also impact focused. Such an approach helps clients extend the elasticity of their investments.”
Khan added that the process is also part of the company’s strategy to “align our media services with global media agencies”. He explained, “Media Direction’s alignment with the Omnicom Group was also another point of consideration, as one of the Omnicom media companies is part of our global agency roster.”
Elated on the win, S Yesudas, Chief Operating Officer, Media Direction, said, “We are extremely delighted with this appointment. It’s a matter of privilege for us to witness such traction. This is our eighth assignment in the last eight months. We were sure we had a compelling offer for Siemens. We believe in building long-term partnerships with our clients based on a robust ROI model through a permission marketing approach.”
Media Direction is an independent media services provider to major advertisers including Visa, Birla SunLife, Mercedes Benz, Raymond, Sara Lee, Videocon, RICOH, BSNL, Effem India, GPI, Jindal Hisar, Skyline, Ministry of Tourism, Faber Castell, State Bank of India Group and Hawkins among others.