The Tata group has decided to centralise its media buying with a single advertising agency. Media buying for about 80 group companies are likely to be carried out in consolidated fashion in the coming days, and the group is in the process of evaluating agencies for this purpose. The consolidation will make the group a veritable powerhouse in terms of combined media ad spend, estimated at Rs 400 crore.
The agencies that have been invited to pitch for the account include Madison, Carat, The Media Edge and Zenith.
This is the first time that the Tata group has decided to centralise their media buying operations. Currently, the Tata group has split its advertising business across the agencies.