Maximize Is Britannias Agency Of Record

Mumbai, March 24 | Updated: Mar 25 2004, 05:30am hrs
Britannia Industries Ltd (BIL) has appointed Maximize, part of the Group M (formerly known as WPP Marketing), as its agency of record (AOR) for the companys media planning and buying activities with effect from April 1. Prior to this move, the Rs 40-crore media account was handled by Initiative Media, the media wing of Lintas India.

When contacted by FE, Mr Navin Chopra, general manager (marketing), BIL, confirmed the development. We called for a pitch by inviting a number of agencies to present their media capabilities. This appointment is further to the intensive review of Britannias media activities for its bakery business, which was conducted over the last one month.

According to CVL Srinivas, managing director, Maximize India: It was good team effort that helped us win the Britannia business. We demonstrated our efficacy in providing clients holistic media solutions.

As for the USP (unique selling proposition) of Maximize, Mr Srinivas explained that apart from regular TV, print, radio and cinema advertising, Maximize has the support of specialist units of GroupM, that provides clients solutions through non-traditional media like films, events, digital and new media, etc. Most media agencies today can provide only conventional media solutions, but mature marketers are realising that mass media is losing its effectiveness, and one needs to look out of the box, said Mr Srinivas.

Currently, Maximize, part of GroupM, a leading media agency group (other agencies within GroupM are Mindshare and Fulcrum) handles media for clients such as Himalaya, Hero Honda, Hutch, Seagrams, VIP Luggage and Pidilite, among others.