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The decision was confirmed to indiantelevision.com by a senior executive
of Initiative Media. “Initiative Media has indeed won this account.
It gives great satisfaction to us. I was part of the pitch and our
product was far superior. It makes logical sense on client’s
behalf as well to consolidate the entire business with us. We can
also function and plan in a much better way,” said the executive.
Maruti took nearly five weeks to consolidate its entire business
with Initiative Media. Initiative Media was handling the buying
business for print, while Madison was looking after the buying for
television.
Considering Madison’s performance in the recent past, in which
the Indian agency’s strike rat against its counterpart has
been fairly high, Initiative Media has all the reasons to be pleased.
“We were always confident. We have been associated with Maruti
for more than four years now. We came up with innovative ideas and
integrated marketing effort. I think that’s what worked in
our favour,” he says.
Maruti will continue to have a slew of creative agencies - Hakuhodo
Percept handles the flagship brands Maruti 800 and Zen; Lowe handles
Alto, Baleno, Esteem, Omni and Versa; Capital Advertising handles
the True Value (automobile finance) account as well as the corporate
advertising and N2N (fleet management service) businesses of Maruti;
and Contract is in charge of Grand Vitara besides WagonR.
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