Top Story

e4m_logo.png

Home >> Media - Others >> Article

Saregama appoints Initiative as media AoR, account size upwards of Rs 12 cr

25-August-2006
Font Size   16
Share
Saregama appoints Initiative as media AoR, account size upwards of Rs 12 cr

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.”

Tags

Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...