Maxus bags ITC media mandate; sets up specialized 'Team ITC' to service account
ITC Ltd has awarded its media AOR mandate to the GroupM media conglomerate, after a multi-agency pitch, this is one of the biggest account movements in recent times. Madison was the incumbent agency on the business. Keeping in mind the highly-diversified portfolio ITC Ltd. offers across multiple locations, Maxus is putting together a highly specialised team called ‘Team ITC. The servicing team will be based out of Bengaluru and Mumbai, and the mandate is effective April 1st, 2017
#FBFBFB"> style="font-size: 10pt; font-family: "Book Antiqua", serif;">KartikSharma MD of Maxus, South Asia said, "We are excited and humbled to be chosen by ITC to betheir media partner. We have huge respect and admiration for ITC in the waythey have built their business and brands. We are confident that through ourconsistent investments behind cutting edge tools and a diversified talent poolacross data, digital and content we will help deliver competitive edge to ITCfor their future growth”
#FBFBFB"> style="font-size: 10pt; font-family: "Book Antiqua", serif;">Speaking about the win, CVL Srinivas CEO GroupM,South Asia said "We are delighted to be chosen by ITC as their media agencypartner. This win comes as a huge recognition that we are on the right path asfar as future proofing our business is concerned in an otherwise highlycommoditised media industry. The investments we have made in talent, technologyand data are helping us keep our clients ahead of the curve. We look forward topartnering ITC on its next phase of growth".
#FBFBFB"> style="font-size: 10pt; font-family: "Book Antiqua", serif;">Over the last year, Maxus has been onan accelerated growth trajectory, adding several innovative services to theirmedia investment planning capabilities. In 2016, ‘Maxus Kaleidoscope’ a moodbased planning tool was launched. this web based tool will enable brands inIndia to align their communication basis the emotional and behavioralparameters of the audience. This is Maxus India’s second initiative on behaviouralmapping, the first being Moribus- first of its kind behavioural sciences lab bya media agency.
#FBFBFB"> style="font-size: 10pt; font-family: "Book Antiqua", serif;">Maxus also launched ‘Mesh’, amarketing command centre and dialogue engine, in partnership withSingapore-headquartered social media marketing firm Vocanic. Deployed acrossmany blue chip advertisers in India and globally, Mesh enables Maxus to trackbrand health by reading environmental signals in real-time and offersactionable insights on earned, owned and paid media. Last year, Maxus alsopartnered with IoTBLR for pervasive computing. IoTBLR is the world’s largestIoT (Internet of Things) focused Meetup group.
#FBFBFB"> style="font-size: 10pt; font-family: "Book Antiqua", serif;">Maxus has brought down its innovationtechnology consulting unit ‘Maxus Metalworks’ to India as well. Partnering with tech startups, universities, industry groups and artists,Metalworks incubates promising ideas and research and help brands market betterin a connected world, working on areas of wearables, connected devices andother emerging technologies. All these developments give Maxus clients to edgewith sharper targeting and effectively reaching their consumers
#FBFBFB"> style="font-size: 10pt; font-family: "Book Antiqua", serif;">For the record, ITC Limited is anIndian conglomerate headquartered in Kolkata, West Bengal, with diversifiedbusiness includes five segments: Fast-Moving Consumer Goods (FMCG), Hotels,Paperboards & Packaging, Agri Business & Information Technology. Thepitch was for the entire media mandate of the company across categories, forboth urban and rural markets.