Headline: Starcom bags World Gold Council media account

Starcom has walked away with the media responsibilities of the World Gold Council account following a multi-agency pitch that saw MindShare, Initiative, FCB Ulka and MPG join the fray. The account is pegged at US$2.5 million. The pitch was initiated in line with the council's international norm of reviewing its agency suppliers periodically. The council's key requirement from its media partner is to monitor the "off-takes" on advertising, on which it felt that Starcom met the requirements. Starcom also won on its abilities to buy/plan and implement ideas within a short time frame.