To achieve a better synergy and enhanced media clout, the House of Tatas will channel its media operations through a single agency, making it the largest media buyer in the country after Hindustan Levers.
The Tatas have appointed Rediffusion DY&R media buying arm – The Media Edge – as their Agency on Record (AoR) following a fierce pitch that involved at least four other agencies. The group will adopt the centralised media buying approach effective January 1, 2002.
According to industry sources only 14 group companies, with a collective adspend of Rs 150 crores, have signed up for the ‘Group Synergy Project’. Other companies are in the process of putting their people and systems together.
Group companies that have signed up include Titan, Tata Tea, Indian Hotels, Voltas, Trent, Tata AIG, Tata Chemicals. Others like Tata Engineering and Tata Steel are expected to sign within the next 2 to 3 months. Once other group companies sign up, the collective media buying would increase to about Rs 250 crore.