Following a multi-agency pitch that led to the consolidation of LG Electronics’ creative account between O&M and McCann Erickson, the organisation was contemplating a media review as well. After talks with reputed agencies, the electronic giant has decided not to change its media AoR. As a result, Initiative continues to hold this Rs 70 crore account in 2004 as well.
Anil Arora, Head – Marketing, LG explains, “We have changed our creative agencies and as regular practise, we were looking at exploring the media arena as well.”
As a result, at that point in time, the possibility of a media pitch was not ruled out. As per Arora, two big agencies even approached LG showing an interest in the media account. However, after discussions, LG has chosen not to change its media custodian.
Arora declares, “We are very satisfied with our media AoR and we will continue with Initiative.” The ad spend for 2004 will be Rs 70 crore, the same as 2003.
Initiative has started the New Year on a good note, bagging the Spykar AoR and retaining the LG account.