Anita Nayyar has scored her first business win after taking charge of MPG as CEO in India. MPG has been appointed AoR for the Zee Turner business following a multi-agency pitch. The size of the business is estimated to be in the region of Rs 7-8 crore. Madison was the incumbent agency.
Commenting on the development, Kundan Joshee, Head-Marketing, Zee Turner, said, “Media and broadcasting is in a transition mode, moving from analog to digital. With this it’s also poised to witness intensified competition and changing market dynamics. The industry will become more consumer-centric rather than trade-centric, thereby creating a much wider and greater need for aggressive marketing and advertising initiatives.”
He added, “We are confident that the vast and enriched experience and fresh perspective that Anita Nayar and her MPG teammates will bring to the table will definitely help us achieve greater market penetration and consolidation by reaching out to the relevant target audience via the relevant medium.”
It may be noted that Madison handles the entire Zee bouquet.
Nayyar who has been with the agency for a month and a half, attributed the win to the well thought-out strategy that the agency had presented. She said, “Probably what clicked with Zee Turner could be MPG’s presentation which showed an understanding of the consumer and market dynamics in the changing media environment.”
Nayyar did not disclose anything further on the agency’s plans for the new business as they were awaiting a further brief from the client.