The ABN Amro account, which was expecting an AOR shift, has finally been handed over to Madison. The pitch for the Rs.15 crore account, witnessed three agencies, viz. Maximize, Carat and Madison, competing against each other. While Madison would now handle the media part of the account, Contract would continue to handle the creative.
The pitch, which included a round of credentials, followed by a second round of a case study, had taken place in June. Says CVL Srinivas, Media Services Director, Madison, "We had an upper hand in the pitch mainly because of three reasons - our ground strength, our credentials and last but not the least, our ability to make media a chief driver for building brands."
Madison is presently handling accounts like Coca-Cola, P&G, Godrej, Kinetic, BPL, Zee, Perfetti and Dominoes.