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Maxus bags Rs 450-550 crore ITC media mandate

Madison is the incumbent and has been handling the account since 2010. In the fray were Carat from Dentsu Aegis Network, Lodestar UM from IPG Mediabrands, Publicis Media and Madison

Raushni Bhagia | Mumbai | March 24, 2017

Maxus-ITC

Maxus has won the media duties of the FMCG giant, ITC, following a multi-agency pitch. The client had called for a pitch in January this year which was processed in Bengaluru. Madison is the incumbent on the account and has been handling the duties since 2010, prior to which Lintas Media Group had the mandate.

The account size is said to be in the range of Rs 450-550 crore, sources close to the development confirmed to BestMediaInfo.com.

The pitch ended earlier this month. The other agencies in the fray included Carat from Dentsu Aegis Network, Lodestar UM from IPG Mediabrands, Publicis Media and Madison which was fighting to retain the plum account.

The pitch was for the entire media mandate of the company across categories including packaged consumer goods, personal care, foods, stationary, incense sticks and lifestyle brands.

ITC has heavy marketing and promotional budgets across rural and urban markets.

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