Motivator retains Apple media mandate for iPhone, iPad and Mac

The iPhone account will be handled from New Delhi while the iPad and Mac mandates will be handled out of the Bangalore office

BestMediaInfo Bureau | Delhi | January 30, 2014

Motivator, a GroupM agency, has retained the Apple brand media mandate for the iPhone, iPad and Mac products. The account is under the Ingram Micro and Redington account, the exclusive distributors for Apple products in India. Apple India spends Rs 150 crore on media including Print, Radio, Digital, Activation and OOH, with iPhone taking up more than 70 per cent of the media spend.

Motivator won the account after a month-long pitch process in December. The pitch process included higher weight for strategic strength, ability to think fresh ideas and execute them in alignment with Apple guidelines, digital capability and precision execution. Motivator was chosen on the basis of the strength of its strategic recommendation, its understanding of brand Apple and its executable ideas leveraging Apple's iconic status without making it populist.

The iPhone account will be handled from New Delhi while the iPad and Mac mandates will be handled out of the Bangalore office. The agency has been handling the Apple account for the last 14 months.

Motivator will also leverage GroupM's specialist practices - Digital, Mobile, Activation, Social, Search, Analytics, Content and Trading.

In the last few months, iPhone sales grew 400 per cent on the back of its new product launches and buy-back offers. Ingram Micro and Redington decided to put the iPhone business on review given their ambitious growth plan.

Rabe. T Iyer, Managing Partner, Motivator, said that a top team was already in place to deliver from February 1 onwards. “Apple's iconic status coupled with 'less is more' approach puts a huge responsibility in building cutting-edge solutions keeping to the brand standard. We have successfully done this for the last 14 months and are confident of pushing the envelope further to win in the marketplace.”

Iyer further said, “This year the emphasis is going to be on powering iPhone sales through innovative digital solutions besides a strong content strategy across platforms. Print's tactical use will have to be balanced by creative use of media to keep the brand in the desirable space.”

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