Tata Retail Enterprises (Trent), a Tata Group company, has a new media partner. Following a multi-agency pitch, Lodestar has bagged the business of this Tata account. The account is pegged at Rs 10-12 crore.
Four agencies were invited for the pitch. The presentations were made last week and continued till the beginning of this week. With this win, Lodestar is responsible for both the planning and buying duties of Trent. Without disclosing the names of the other agencies in the fray, Himanshu Chakrawarti, General Manager, Marketing, Trent, said, “We found them very good in terms of their planning, understanding of the category, media knowledge, negotiation skills and, most importantly, innovativeness in operations.”
Trent’s media business was earlier part of the Tata Group media duties. For the record, the group’s agency of record is The MediaEdge. The creative side of the business is divided between Ambience for Westside and Bates for Hypermarket. On the reason for having only one agency for the media responsibilities, Chakrawarti explained, “Both these businesses require very different sets of skills and so, from the creative point of view, that was important. However, for our media, a consolidated structure works better and so we decided to have only one agency.”
Trent is a leading player in the retail market. The company got its present name after it was renamed consequent to the sale of the Lakme brand. It is engaged in retailing of garments and household accessories and operates under the brand name ‘Westside’.