Madison scoops AOR for Tata AIG in multiway pitch

MUMBAI: Madison Media has been named AOR for Tata AIG Life insurance following a multi-agency pitch. The account, which was previously handled by The Media Edge, was put up for review after the decision by the Tata Group to break up its consolidated media business.

by | 12/17/2004

The Tata AIG account is estimated to be worth about US$4 million.

Rajesh Mull, VP of marketing, Tata AIG Life, said, "We decided to call a fresh pitch as we wanted to see what other agencies had to offer." In addition to the management from Tata AIG, the pitch also involved the regional communications team from Hong Kong, which participated in the final selection of the agency.

Three agencies were shortlisted after initial presentations: Starcom, The Media Edge and Madison. The international team's presence was critical, to ensure that the necessary global perspective was taken into account.