Madison Media bags Rs 500-crore Marico account

The account was previously handled by Lodestar UM. Marico had called for a pitch a few weeks ago inviting leading agencies to participate

e4m by exchange4media Staff
Published: Feb 7, 2019 7:45 PM  | 2 min read
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Madison Media has bagged the media mandate of FMCG giant Marico from Lodestar UM in a multi-agency pitch. Madison Media will be responsible for all media including digital and will handle the account from April 1, 2019.

Marico had called for a pitch a few weeks ago inviting leading agencies to participate. The account was previously handled by Lodestar UM who had won the account from Madison Media in October 2017. According to media reports, the total value of the account is said to be around Rs 500 crore.

Commenting on the win, Vikram Sakhuja, Partner & Group CEO, Madison Media & OOH said, “We are absolutely delighted to win back the prestigious Marico account. We are confident that we will be their true business partner and substantially contribute to their growth story. We are happy that Marico evaluated our cutting edge Digital expertise and found us as the right fit.”

Koshy George, Chief Marketing Officer, Marico Limited said, “We look forward to this partnership with Madison Media. The agency brings in an expert team whose creative ideas and approach resonate with our ethos. It is critical to have a team combining creativity, expertise and execution excellence in today’s fragmented media landscape to drive value.”

Marico has been with Madison Media for 14 years from 2003. Last year, in a pitch supervised by ATK, Madison Media had lost the account. This year the account went again on pitch. With over 25 years of experience in the beauty and wellness industry and with a presence in chosen
emerging markets across Asia and Africa, Marico is one of India's leading consumer products companies. It has an extensive portfolio spanning haircare, skincare, edible oils, healthy foods, male grooming and fabric care. Marico is a household name in India with brands like Parachute, Parachute Advansed, Saffola, Hair & Care, Nihar Naturals, Livon, Set Wet, Mediker and Revive.

Madison Media Group is India’s foremost media agency handling media planning and buying for blue chip clients including Godrej, Asian Paints, Titan, Viacom 18, UBER, TVS, Raymond, Pidilite, Tata Salt, Ceat, Domino’s, Lodha, McDonald’s, Indiabulls,, Crompton, Indian Oil, Snapdeal, Gowardhan Dairy, Piramal Healthcare and many others. Madison Media, is a part of Madison World which through its 11 companies served last year as many as 550 advertisers.

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