After nearly three weeks of repeated discussions, Britannia has finally decided on the right agency for its media account. Following a multi-agency pitch involving six to seven players in the fray, the Rs 40-crore account goes to Maximize. The agency has been entrusted to take care of the complete media responsibilities from April 1, 2004.
Confirming the news, Naveen Chopra, General Manager – Sales and Marketing, Bakery, Britannia, says: “We have awarded our complete media business to Maximize. We made our decision with the hope that they will give us excellent media planning and buying perspectives to help us take our business forward.”
“Britannia is a great account to win,” says an enthused CVL Srinivas, Managing Director, Maximize. “We are looking forward to work closely with them and adding media power to the company. We will handle all media activities for all the different Britannia brands,” he adds. Till date, the Britannia account was divided among three agencies. While the media AoR for the bakery segment was with Initiative, Mediacom was looking after its dairy business and Madison was recently taken on board as the strategic planning and media innovations partner for the company’s corporate advertising. All these activities will now be consolidated with Maximise, says Chopra.