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Dollar Industries retains MOMS as its media agency

The innerwear brand has retained the agency for one year. Besides MOMS, there were five other agencies in the fray

BestMediaInfo Bureau | Delhi | February 20, 2012

MOMS, the OOH arm of Madison World, has been retained by innerwear company Dollar Industries for one year. This renewal of AOR comes in the wake of spectacular campaigns executed by MOMS last year for the company across India. Dollar Industries reviewed a few OOH agencies for planning, buying and deploying of its outdoor media. Besides MOMS, there were five other agencies in the fray for the business.

Confirming the development, Dipankar Sanyal, COO, MOMS, said, “This win for MOMS reinforces our commitment to holistic account management and innovation for brand Dollar Club and our ethos of being a performance agency.”

The pitch process to evaluate an OOH partner started at the beginning of December 2011 and had multiple stages. Agencies were evaluated on their credentials, planning approach and tool, team and understanding of the brand’s needs.

Director of Dollar Industries Krishan Kumar Gupta said, “We were looking for a competitive agency, who would be working as an outdoor consultant, a strategic partner and cost-effective buyer. We have retained MOMS after evaluation of all participating agencies in terms of their presentations, unique observations and suggestions.”

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