Maximize sure seems to be on a roll! Coming close behind the Britannia win is the announcement of yet another Bangalore based account going its way. Following a multi-agency pitch that involved the likes of Madison, The Media Edge and Carat, Titan awarded its media planning responsibilities to Maximize. The handover is scheduled for April 1. CVL Srinivas, MD, Maximize confirmed this development to exchange4media.com
Srinivas said, “We are thrilled to have won recognition from a respected marketer like Titan. I guess we demonstrated superior media planning skills and showed a holistic approach in producing media solutions for Titan. One of the big differentiators was that we were powered by ATG and MCI, our world-class media research divisions headed by V. Balu”.
Adds V. Balasubramanium, National Director, MCI and ATG, “Both MCI and ATG are ready to implement tools and insights for Titan brands. These tools and insights have been developed purely out of Bangalore for Titan to improve the brand – consumer connect through 360` communication channel solutions thus improving planning produtivity many times over. This is what most mature marketers are looking for and this is what we are geared for”.
Pegged at Rs. 25 crores, the Titan planning responsibilities is currently handled by Initiative. The Media Edge, which handles the brand’s media buying, also has the title of the Tata AOR. After the takeover, which is set for April 1, Maximize will not only look after Titan’s planning but also that of its associated brands like Tanishq, Sonata and Fast Track.