The Rs 800-crore Initiative Media (IM), the media division of Lowe Lintas & Partners, has bagged the media buying account of the Coke brand in southern India, piping several top media agencies who pitched for the Cola media account.
After bagging the Coke media account, IM is now on an account-winning spree. Bajaj Electricals Ltd. has also assigned the media buying of all its brands to IM. The media buying account of Bajaj Electricals is worth over Rs 20 crore.
In addition, IM has recently won the media-buying accounts of Kothari Pioneer Mutual Fund and ICICI Prudential. With these new account wins, the billings is expected to increase by Rs 60 crore this year, And to cope with the influx of new business, the agency is currently restructuring its operations in its branches across the nation.
In a bid to keep pace with the rapid changes happening in the media environment, IM has invested in setting up new software technology tools in India. With this initiative, IM has access to a host of TV planning software’s which include IMprove, a media optimisation system, IMpasse, which is a software system that’s designed to calculate the efficiency of a televison media plan, and IMpower, a third tool in the family of integrated media planning systems.
At present, the Mumbai-based Initiative Media has branches in Chennai, Calcutta, Delhi, Bangalore and Pune.