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Saralee retains Media Direction as media AOR

01-June-2006
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Saralee retains Media Direction as media AOR

Saralee has extended the engagement of Media Direction as their AOR without any formal review at the end of the originally stipulated contract period.

Stating his intention to continue the association with Media Direction in the future too, Shiv Sahgal, VP, Marketing, Saralee Household and Body Care India, explained, “Team Media Direction is as passionate about the brand as the brand manager handling it. They take great pains to understand the brand, the challenges and its consumers. They then see how to maximise the objectives and use media creatively to deliver on those objectives. If I were to summarise Media Direction in one word, it would be ‘passion’.”

He further said, “Last year, Brylcreem found itself under attack in the gel category. Despite being outspent 10:1, we have been able to come out on top with a 70 per cent market share in this category through an innovative media approach.”

Added S Yesudas, COO, Media Direction, “The latest addition to our precious and cherished mementos from Saralee is a mail copied to us by the client, originally addressed to one of our competing agencies, who under the strength of a recent report in a newspaper contacted our client with a question – how well is the client’s media investment working for their brands? This agency further claimed that while most of their competitors struggled in a debilitating and energy sapping chase of the mundane, and try to shave a few rupees off their clients’ budgets, they deliver better consumer engagement and business results. What touched us was our client’s honest and strong remarks in his reply, ‘We are delighted with our media agency, Media Direction, and we are not interested in looking at a change’.”

Yesudas further said, “The success of this relationship was the result of the passion and commitment by each of our team members on the Saralee business, headed by K Satyanarayana, GM, South, Media Direction.”

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