Top Story

Home >> Advertising >> Article

Maxus bags ITC media mandate; sets up specialized 'Team ITC' to service account

27-March-2017
Font Size   16
Maxus bags ITC media mandate; sets up specialized 'Team ITC' to service account

ITC Ltd has awarded its media AOR mandate to the GroupM media conglomerate, after a multi-agency pitch, this is one of the biggest account movements in recent times.  Madison was the incumbent agency on the business. Keeping in mind the highly-diversified portfolio ITC Ltd. offers across multiple locations, Maxus is putting together a highly specialised team called ‘Team ITC. The servicing team will be based out of Bengaluru and Mumbai, and the mandate is effective April 1st, 2017.

Kartik Sharma MD of Maxus, South Asia said, "We are excited and humbled to be chosen by ITC to be their media partner. We have huge respect and admiration for ITC in the way they have built their business and brands. We are confident that through our consistent investments behind cutting edge tools and a diversified talent pool across data, digital and content we will help deliver competitive edge to ITC for their future growth”

Speaking about the win, CVL Srinivas CEO GroupM, South Asia said "We are delighted to be chosen by ITC as their media agency partner. This win comes as a huge recognition that we are on the right path as far as future proofing our business is concerned in an otherwise highly commoditised media industry. The investments we have made in talent, technology and data are helping us keep our clients ahead of the curve. We look forward to partnering ITC on its next phase of growth".

Over the last year, Maxus has been on an accelerated growth trajectory, adding several innovative services to their media investment planning capabilities. In 2016, ‘Maxus Kaleidoscope’ a mood based planning tool was launched. this web based tool will enable brands in India to align their communication basis the emotional and behavioral parameters of the audience. This is Maxus India’s second initiative on behavioural mapping, the first being Moribus- first of its kind behavioural sciences lab by a media agency.

Maxus also launched ‘Mesh’, a marketing command centre and dialogue engine, in partnership with Singapore-headquartered social media marketing firm Vocanic. Deployed across many blue chip advertisers in India and globally, Mesh enables Maxus to track brand health by reading environmental signals in real-time and offers actionable insights on earned, owned and paid media. Last year, Maxus also partnered with IoTBLR for pervasive computing. IoTBLR is the world’s largest IoT (Internet of Things) focused Meetup group.

Maxus has brought down its innovation technology consulting unit ‘Maxus Metalworks’ to India as well.  Partnering with tech startups, universities, industry groups and artists, Metalworks incubates promising ideas and research and help brands market better in a connected world, working on areas of wearables, connected devices and other emerging technologies. All these developments give Maxus clients to edge with sharper targeting and effectively reaching their consumers

For the record, ITC Limited is an Indian conglomerate headquartered in Kolkata, West Bengal, with diversified business includes five segments: Fast-Moving Consumer Goods (FMCG), Hotels, Paperboards & Packaging, Agri Business & Information Technology. The pitch was for the entire media mandate of the company across categories, for both urban and rural markets.

 

Tags ITC Madison

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Gupta worked at Marico as the Group Product Head for the male grooming category

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity