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Viacom18 consolidates media duties with Madison Media

Madison Media will now be handling the media planning and buying duties for the entire gamut of brands for Viacom18. The agency won the mandate in a multi-agency pitch

Madison Media today announced that it has been appointed as the agency-on- record for Viacom18. The agency will now be handling the media planning and buying duties for the entire gamut of brands for Viacom18. Madison Media won the mandate in a multi-agency pitch.

Viacom18, the country’s youngest media organisation, has properties across its five lines of business – broadcast, digital, films, merchandise and live events. The brand also recently celebrated its 10th anniversary earlier this month.

Sudhanshu Vats

Speaking about the development, Sudhanshu Vats, Group CEO, Viacom18, said, “Our constant endeavour to build a portfolio of brands and leverage synergies therein, has been one of the guiding philosophies that has facilitated our tremendous growth over the first decade. As we step into our next decade, this consolidation of our media duties under one agency will allow us to effectively influence economies of scale for the entire network, thereby uniting the diversified brands under one umbrella. With their rich lineage and varied body of work across industries, Madison Media is the apt partner to journey with us on this next growth phase.”

Vikram Sakhuja

Commenting on the win, Vikram Sakhuja, Group CEO, Media and OOH, Madison, said, “It is particularly exciting to be chosen as Viacom18’s consolidated media AOR at a point in time when it has successfully celebrated its first decade and is poised to develop segmented offerings for 130 crore Indians. Viacom18 is the country’s foremost storyteller with leading brands in almost every broadcast genre it operates in. Add to that the allied businesses the network has invested in –merchandising and live events – and for an agency nothing can be headier and more dynamic than be a partner in the marketing of such varied content.”

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