It’s official now. In an unlikely move, Total Media, the media wing of Everest and Rediffusion DY&R, has bagged the Rs 7 crore account of Maxima Watches which was earlier handled by Zenith Media.
“Zenith Media was the incumbent agency and the pitch was made in January 2004, It was an entire agency pitch,” said Bhavna Jha, Media Supervisor, Total Media.
The entire evaluation process took sometime and it was 10 days back that Zenith Media was told that it does not hold the account any longer.
Four-year-old Total Media, the media planner for Daikin, Nike, GETIT yellow pages, W (a women’s wear), is very optimistic about the kill.
“It was more of a homecoming for the client. We had a cutting edge strategy for this. Sensible creativity backed by aggressive plans is the mantra for success today,” said Amitabh Lahiri, Vice President and Branch Manager, Everest.
Manjot, Partner, Maxima Watches, seems very positive about the new venture. “We wanted the creative and buying to be with one entity. I wanted to bring everything under one umbrella and this makes them more accountable towards the client,” he said.