But now it will also handle the media buying for P&G's print, radio, outdoor and media advertising. The account moves from three agencies--Satchi & Satchi, Chaitra Leo Burnett and Trikaya Grey--to Madison. The three agencies were earlier handling the print and radio media buying for P&G.

It may be recalled that D'Arcy Masius Benton & Bowles (DMB&B) recently entered into a partnership with Ambience Advertising. Pertinently, the worldwide communications company, DMB&B counts P&G as amongst its major clients--and for whom it handles the Whisper and Vicks brands in India. Prior to the merger, DMB&B had a five year partnership with--and a 20 per cent stake in--Madison.

Says a relieved Sam Balsara,chairman, Madison: ``I am delighted to announce this news. Despite our split, P&G has awarded this account to us. This decision was communicated to us very recently. Coca Cola had also informed us that we will continue to be the AOR for its advertising.'' Currently, P&G's product range includes Ariel, Pantene, Head & Shoulders, Gain, Vicks, Whisper.

According to Balsara, Madison received an offer letter from P&G two days ago. Awarding the account, P&G is believed to have said: ``In recognition of the outstanding work done by the agency, we are awarding P&G's entire media buying account to Madison-despite the split.'' In gratitude, Madison presented P&G officials a unique box with a message ``Some ties don't break so easily'' inscribed on the box.

Balsara remains diplomatic on the reasons for the demerger. ``As I did not agree to the company's new terms, we decided to part ways. But this change will not affect the media billings of Madison which is estimated to be around Rs 200 crore,'' says Balsara.According to Balsara, severalglobal networks and media agencies are exploring the possibilities of tying up with Madison.

After its merger with DMB&B, Ambience is now rechristened Ambience D'Arcy. According to Ashok Kurien, managing director, the company joined hands with DMB&B to offer value-added services to its clients. ``Keeping long-time perspectives in mind we have tied up with DMB&B. We are not only a creative hot-shop, as our creativity is backed by sound strategy,''says Kurien.

According to Nakul Chopra, senior-president, the global player has been chasing the Indian agency from 1992. ``In October 1998, we decided to tie-up with DMB&B. As for future plans, we need time to assimilate our new status first. Then, we will chart out our plan of action,'' says Chopra.

Pertinently, DMB&B has had several partners in India--Enterprise, Clarion andMadison--and now, the spotlight is on Ambience.