Colgate moves media biz to MEC

MUMBAI: It is a catch that could be worth Rs 1 billion. Colgate-Palmolive (India) Ltd. has decided to shift its media planning and buying business to Mediaedge:cia (MEC), a GroupM company.

TME, the media arm of Rediffusion DY&R, will, thus, have to end a 25-year-old relationship in India that had even survived the global alignment of Colgate-Palmolive‘s media business with MEC in 2004. India, in fact, was the only country where TME had the media mandate until now. 
 
The change will be effective 1 April. Earlier, Mindshare, part of GroupM, had retained the Unilever account.

Says Mediaedge:cia India MD T Gangadhar, “As part of its strategy to achieve better global and divisional alignment, Colgate-Palmolive (India) has reassigned its media planning and buying account to MEC India, a WPP group company, which is Colgate-Palmolive‘s globally aligned media agency.” 
 
Rediffusion DY&R, however, will continue to handle Colgate-Palmolive‘s creative duties.

Says TME president Divya Radhakrishnan,” It has been a great journey and we are extremely proud of our association with Colgate Palmolive. To be able to retain the business for six years is a tribute to the great work that the team at TME has done over the years. Global realignments are a modern reality and it‘s a pity that a great partnership has to end due to matters beyond our control.” 
 
Colgate-Palmolive‘s range includes toothpastes, toothpowder and toothbrushes under the Colgate brand, dental therapies under the banner of Colgate Oral Pharmaceuticals and personal care products under the Palmolive brand.