Focus helps Madison clinch Rs. 1 bn GM media deal

"While other agencies were working on better rates, we concentrated on strategy" â€ and probably this fastidiousness is what gave Madison the winning edge over five other competitors including heavyweights like OMD, Lodestar and Starcom Worldwide in the six-month long race to retain the Rs1 billion media duties' rights for auto giant, General Motors.

GM is reviewing its media business in various markets and with promises of being highly active in TV, Print and the Internet, Madison hopes to usher is even more high returns for the Detroit auto house than it did in the previous term within the allotted spends. Since the time the media body opened its account with the automobile house, it has been very clear about its winning strategies. The team came out with all guns blazing while implementing these plans at full throttle. And the ride up market thereon was smooth with little scope for breakdowns¦

"We approached the strategy of correcting the media/ marketing strategy to leverage the maximum out of whatever spend we do have with higher return in terms of sells and visibility and result in higher brand recall and TOMA in place of just rates on different vehicles," said Kunal Kumar, Account Director, Madison Communications. He said that in all probability this clearly differentiated them from the others and helped them notch up the GM-Chevy account.

The US carmaker GM, which is the maker of Chevrolet Beat, Spark, Cruz, Tavera, U-VA, Aveo, Optra and others, is driving high on the investment gear at the moment and will let Madison navigate its new vehicle concepts in the country's automart for a best sell in the next three years. With differentiated advertising and media strategies, GM has been trying to secure a niche in the rapidly escalating Indian automobile buyers' club.

On the other hand, GM, the third biggest ad spender among Indian automobile companies after Maruti Suzuki and Hyundai Motor will let Wieden+Kennedy (W+K) and Leo Burnett continue to handle the company's creative duties.