Media Edge grabs $41m Tata business

NEW DELHI: India's leading conglomerate, the Tata Group, has appointed The Media Edge (TME), Young & Rubicam's media company, as agency of record for its business worth US$41.7 million. TME won the account after a nearly 10-month battle with The Madison Media, Zenith Media, Carat India and FCB-Ulka. The appointment is effective from January 1, 2002. TME's chief executive, Divya Gupta, said: "Apart from gaining an important media-buying assignment, the association with Tata Group in itself is a moment of pride." The 96-company Tata Group, which has businesses in seven key industrial sectors, has centralised media buying for 14 companies under its Group Synergy Project. Companies covered by the buying deal include Tata Tea, Indian Hotels, Tata Internet, Tata Finance, Tata AIG, Voltas Limited, Titan and Tata Chemicals. Gupta added: "The payment would still be on the traditional basis (12.5 per cent for creative agency and 2.5 per cent of media spend to TME)." Tata works with a number of creative agencies, including FCB-Ulka, Ogilvy & Mather, Bates India, Contract Advertising and Triton Communications. The win is expected to propel TME to the second spot in the country's media agency rankings behind fellow WPP group agency MindShare.

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