RICOH India, a leading player in colour and black & white multifunction printers, digital copiers, colour laser printers, digital copy printers and document software solutions, has awarded its media planning and buying duties to Media Direction, the specialist media services group of RK Swamy BBDO. The account is worth Rs 8-10 crore. The incumbent agency was Starcom.
This is the second AOR bagged by Media Direction in Delhi this month. One of biggest account shifts of the year happened on August 9, 2006, when Bharat Sanchar Nigam Ltd (BSNL) gave the media mandate to Media Direction for a business worth a whopping Rs 80 crore.
Confirming the development, T. K. Nandy, Associate Vice-president, Marketing (MFP), said, “We needed a relook at our media strategy considering the evolution of the environment and our growth plans, particularly after the merger of Gestetner India and Ricoh India. Media Direction’s proposition was compelling and this decision has been arrived at after a thorough analysis.”
S. Yesudas, COO, Media Direction, said “We are extremely delighted to partner RICOH in their efforts to become a leader in the document management system segment. The merged entity is already on its way to the top. Our objective would be to provide insightful strategic solutions to deliver communication to the appropriate segment in the most impactful manner, at optimal cost and through an integrated approach.”
Media Direction is an independent media service provider to major advertisers like Visa, Birla SunLife, Mercedes Benz, Raymond, Sara Lee, Videocon, BSNL, Ministry of Tourism, Faber Castell, State Bank of India Group and Hawkins. Effective media deliveries in terms of tangible results is a forte of Media Direction, says Yesudas.
BSNL appoints Media Direction as media AOR; Grey, Euro RSCG win creative mandate