Vodafone has rested its global media duties with OMD Worldwide, following which, there has been significant confusion on the India side of the business. In literally a game of ‘which camp you are talking to’, the industry speculated on the duties being with OMD or with Maxus. There even was guesswork on whether India was one of the impacted markets in the global review to begin with.
Some aspects of the conjectures were quelled when Vodafone India said in an official statement: “There would be a longish transition period, during which our existing agency (Maxus) would continue to service the business in India.”
exchange4media readers would recall that the uncertainty of the transition period was in question even after the global decision was first announced on August 28, 2009.
Vodafone’s statement still leaves a key question unanswered – how long is the transition period? Vodafone India did not have any official comment forthcoming on this, and that has led to some more market assumptions on the subject.
One would recall that even at a very local level, when the Aditya Birla Group was consolidating its media business with Mindshare in 2008, it had taken Idea Telecom one year to break away from its incumbent Lintas Media Group and move into the Mindshare India fold. Industry sources say that it would not be too surprising if even the Vodafone transition period gets stretched to that kind of a timeframe.
We certainly have not heard the last of it yet, and there is still time before there is further clarity on this subject.
OMD wins Vodafone’s global media biz; changes to take place in India too