Madison bags Airtel's mega integrated media account

Madison Media has been Airtel's Media Agency for over 5 years and has now gone one step ahead in expanding its relationship, to include Outdoor and Digital. If Madison did not win the Airtel account, it was widely anticipated that a series of re-alignments could have taken place in industry.

Says Mohit Beotra, Airtel, "As part of the review we scanned the entire market and evaluated agencies on their infrastructure, current level of expertise and capabilities, past track record and came to the conclusion that Madison, the incumbent agency had what it takes to best meet our requirements and help us face the challenges that lie ahead of us. We also evaluated other units of Madison World and have decided to place our Outdoor and Digital business too with Madison Media."

Madison World which has a dominant presence in Outdoor through its two Outdoor companies ' MOMS & Platinum will set up a dedicated Outdoor team within Madison Media to handle the Airtel Outdoor account. Hitherto the Airtel Outdoor account was with Portland, a unit of Group M.

Unlike other agencies that have a separate Digital unit, Madison Media offers digital as part of its offering.

Says Sam Balsara, Chairman & Managing Director, Madison World, "We are absolutely delighted that those of our clients who for process reasons or whatever find the need to occasionally scan the market, invariably choose Madison after being reassured that Madison offers an unbeatable combination of infrastructure, skill sets and technical expertise bound together by a much admired value system. Airtel is a unique Company that has demonstrated that Indian Companies can also achieve scale and profitability on the back of innovation, professionalism and determination and it is a privilege for us to have Airtel as our client."

Madison Media handles the Airtel account in Srilanka too.