Contract, which previously handled the media brief, has been retained on the creative assignment.
The business split signals the start of a more aggressive marketing push by ABN, according to a spokesperson for the bank. The spokesperson added: "With our decision to become more aggressive in the use of media, we realised we needed to go in for a specialised media outfit.
"In the next three or four months, advertising will revolve around our credit card brand. The other retail and commercial banking products and our corporate branding initiatives would be unveiled over the next 12 months or so."
Madison, the media division of Madison Communications, pipped Maximize and Carat in the pitch.
ABN reached its decision after one round of presentations based on credentials, agency personnel and methodology.
Madison's portfolio includes Coca-Cola India, Indian conglomerate Godrej Group, Procter & Gamble India, Kinetic Group, Domino's Pizza, India's largest automaker Maruti Udyog and Perfetti.
