It’s celebration time for MediaCom. In quick succession to the Ruchi Soya account, the agency has added the Joyco Wrigley media business to its kitty. With this, MediaCom adds business worth Rs 30 crore in one week. Though the agency refuses to divulge details, it has won a south based business as well, which as per the acgency's claim, in totality takes the total recent additions to the tune of Rs 50 crore.
After the worldwide buy-out of Joyco, Wrigley decided to consolidate its media AoR with its incumbent agencies across the globe. Following a two-way pitch, the account goes to MediaCom India, which in any case has been taking care of Wrigley's media responsibilities in India. The other agency in the fray for this business was MediaEdge:CIA (MediaEdge:CIA is the recent addition to Group M media companies). Initiative Media was the incumbent contender.
Dwelling on the latest triumph, Jasmin Sohrabji, President, MediaCom, expresses, “The addition of Joyco to our portfolio will provide MediaCom an opportunity to extend our learning of the kids segment to the business as well as further strengthen our capabilities in the kids and confectionary segment.”
Responding to what will be the challenges that Joyco Wrigley poses, she says, “One area where the challenge will be clear and high is the dynamic television channel scenario for the kids' genre. The challenge will be not in keeping pace with the dynamics but being steps ahead in understanding and seizing opportunities that lie ahead.”
The Ruchi Soya win too was a consequence of a multi agency pitch. Replying to what seems to be working in favour of MediaCom, Sohrabji says, “On Ruchi Soya, it was our category experience and knowledge, as well as our buying capabilities and, on Joyco – it was mainly our understanding and insights of the kids target group, innovative media solutions and of course, our buying efficiencies.”