Cheil will handle the Digital part of the media business while Lodestar will handle the rest of the business including ATL. The business is estimated to be worth Rs 500-600 crore
BestMediaInfo Bureau | Delhi | December 24, 2013
IPG Mediabrands is ending the year with a huge bang. Close on the heels of the announcement last week that it had won the media account of Reckitt Benckiser, a top 5 FMCG advertiser in India, to be handled by its agency, Initiative, comes the news that the other IPG agency, Lodestar, has won the massive Samsung India business. Though Samsung is yet to make a formal announcement, informed industry sources aver that the Samsung media business has been won jointly by Lodestar and Cheil India.
Despite repeated calls to IPG and Lodestar spokespersons as well as the Cheil India spokesperson, an official confirmation was not forthcoming.
According to these sources, the size of the business is in the range of Rs 500-600 crore, making it one of the largest and most sought-after accounts in India. The Lodestar-Cheil combine has won the account in a fiercely contested multi-agency pitch.
From one what understands from the industry sources, Cheil will handle the Digital part of the media business while Lodestar will handle the rest of the business including ATL.
Samsung has moved the account from the incumbent agency, Publicis Groupe's Starcom MediaVest Group, which had picked up the business in 2007.