Saregama India Ltd has appointed Initiative as its media agency of record (AoR) following a multi-agency pitch. This is the first time that Saregama has appointed a media agency. Saregama spent over Rs 11 crore in media last year. Gavin D’Abreo, Head-Marketing, Saregama India, informed that the media spend is set to be higher this year.
The pitch was called in May 2006 and three agencies participated. D’Abreo did not divulge the names of the other two agencies in the fray. About Initiative, he said, “The body of work that they have already done is what we were looking for. We are spending quite a bit on media and that is the reason why we wanted an agency in the first place. Their thinking and their work was what attracted us the most.”
Elaborating further on the reasons for deviating from past practice of Saregama taking care of its media duties in-house, he said, “We believe that marketing is based on certain amount of science and our endeavour is to look at a more scientific process in media planning, which would help us get effective buying.”