MAM
Maxus wins businesses worth over Rs. 300 crore
MUMBAI: Maxus, yet again retains the title of the most ‘dominant’ agency as per the latest RECMA report, a qualitative assessment for all leading media agencies in India.
It is the fourth consecutive year that Maxus is on the top of the RECMA ratings. Along with this, the agency also won business across 23 new clients, worth upwards of Rs. 300 crores in the first half of 2014. These new clients include Tata Sons, JK Tyres, Kotak Mahindra Bank, Unitech, Paytm, Askme.com, ICC T20 World Cup 2014, Cigna TTK Health Insurance and BML Educorp.
Maxus South Asia managing director Kartik Sharma said, “Over the last 12 months, Maxus has made an effort to become future ready in a digitally charged media environment. We approach planning and investments in an integrated manner with emphasis on new media concepts that brings digital media, content and data together with traditional TV, print and radio. We believe this gives us an edge in the market, helping us delight to our existing clients and bring new clients into the fold.”
“Our ‘Lean into Change’ approach has given us a healthy double digit growth in 2014” Besides their expertise in core traditional media, Maxus today is a full- fledged media solutions agency with expertise across digital, mobile media, data and analytics, branded content and programming. Talent across these verticals are embedded in the network and work closely with core client teams,” added Sharma.
The new approach at Maxus has resulted in several ingenious campaigns like “Power of 49” for Tata Tea, Kotak Jifi, Vodafone Fan Photo and Tata Sky’s innovation around the IPL. Maxus was the first agency to set up a digital command centre for Nestle, where the marketing and agency team to monitor data from various social feeds and take real time marketing decisions. This ensured judicious use of budgets across media with a low percentage of wastage. The approach also helped expand business with new clients across industries ranging from e-commerce, banking and insurance, sports, retail, healthcare, etc.
In 2014, Maxus was part of WPP Team Red (head by MEC Global) that won the Vodafone account across several countries, retaining the account in India. The expertise of a long client relationship with Vodafone domestically brought about great insight during the pitch process.
It can also be noted that this year, Maxus has also brought on board two senior leaders – Navin Khemka in New Delhi to head the North and East region and focus on new business development and Anand Chakravarthy heading Maxus, West and some of their key client relationships. Earlier in the year, Maxus won the digital agency of the year and a number of metals at the Abbys 2014 for their new media capabilities.
MAM
IAS launches Total TV suite to boost transparency in CTV ads
New solution offers programme-level insights across platforms and publishers.
MUMBAI: In the world of streaming, what you see is not always what advertisers get and that’s exactly the problem IAS is looking to fix. Integral Ad Science (IAS) has unveiled ‘IAS Total TV’, a new suite of Connected TV (CTV) solutions aimed at bringing what it calls “linear-like” transparency to the fast-growing streaming ecosystem. In simple terms, it is an attempt to make digital TV advertising a lot less of a black box.
The offering aggregates programme-level data covering genre, ratings, language, shows and specific content from major platforms including Disney, NBCUniversal, Paramount and Prime Video, along with opted-in publishers via Publica. All of this is housed within the IAS Signal interface, giving advertisers a unified view of where their ads actually appear.
The timing is hardly accidental. According to Nielsen, as of Q4 2025, 74.2 per cent of all TV viewing in the United States is ad-supported. Of that, streaming alone accounts for 45.6 per cent outpacing traditional television and cementing its position as the largest ad-supported medium. Advertisers have followed suit, funnelling premium budgets into CTV, but often without a clear, standardised view of performance or placement.
That gap is precisely what IAS is targeting. By combining content insights with media quality, supply path data and campaign outcomes, the platform aims to give marketers more control over when, where and alongside what content their ads run. The goal is not just visibility, but accountability ensuring ads land in brand-suitable environments rather than disappearing into opaque inventory pools.
The suite also promises practical gains. Marketers can access real-time, aggregated transparency across shows and platforms, streamline campaign controls across digital video channels, and leverage third-party verification to improve efficiency and pre-bid decision-making. Measurement tools extend to quality reach and incremental conversions, offering a clearer link between spend and outcomes.
At a time when high CPMs and fragmented data make CTV both attractive and complex, the push for transparency is becoming less of a luxury and more of a necessity. IAS’s move reflects a broader industry shift, where the race is no longer just for eyeballs, but for clarity on what those eyeballs are actually watching.
Because in streaming’s premium playground, knowing the content may just matter as much as owning the audience.
