In a media pitch for involving Carat, Media Edge and OMD alliance, Interface has retained the AOR for Henkel SPIC account. The account is estimated to be 25 crores.
Confirming the development, Nandini Dias, National Media Director, Lodestar said, "In the round where the client was evaluating the media tools, our indigenous tools proved to be far more superior to the international tools used by other agencies." She also added that their superior local media buying strengths proved an asset. "Our ability to buy far better in the Chennai market by virtue of being one of the largest buyers and our relationships, sealed the deal. We bought 40% better than the competition," said a jubilant Dias.
exchange4media readers will remember our story dated August 22, when the media pitch was called in. When asked why the review became necessary in the first place, Satish Kumar, MD, Henkel SPIC revealed, "While we are very happy with Interface, being an MNC, we have these periodic reviews. It doesn't mean we ever doubted the existing agency's performance".
He said that since OMD and Carat manage the account internationally, the review was an attempt to give them an opportunity to present their case in India. Interestingly, two OMD affiliates - RK Swamy/ BBDO and TBWA\Anthem had pitched in a loose alliance.
Interface also believes that its sound brand strategy has helped in retaining the media account. Dias reveals that despite international pressure, the client decided on Interface because of the work done by Interface on the brand. The agency also handles creatives for Margo.
Henkel is a 47% subsidiary of German detergent leader Henkel AG. The company sells soaps, detergents, household cleaning products and cosmetic products. Some of its well-known brands are Margo soap, Neem toothpaste, Brisk floor cleaner and Attack mosquito repellant. Henkel SPIC has also launched the Fa range of toiletries from its German partner's portfolio.