Campaign India Agency Report Card 2010: Mediacom

Type of agency: Media

Company ownership: Madison (51%), WPP (49%) 

Key personnel: Divya Gururaj, MD; Ashwini Kamat, GM, Mumbai; Anita Devraj Mookerjee, GM, Bangalore/Chennai; Vinish Joshi, GM, Delhi; Hemen Desai, GM, Team P&G; Avinash Pillai, national buying head
Accounts won: Vasmol, Streax, Unibic biscuits, Turkish Airlines, Shell, Pfizer, TVS Tyres, HRI

Accounts lost: Deutsche Bank

With an account like Volkswagen, MediaCom got a chance to be part of two big print innovations seen in the year. The Volkswagen Polo launch saw a cut-out in the shape of a car on every page of The Times of India, while the print advertisement for the Vento had an audio device added to it. MediaCom was also the media partner in the Gillette Mach 3 ‘Women Against Lazy Stubble’ initiative which won metals at Cannes. The media agency picked up three Media Abbys and another three at the Emvies, besides media mandates from clients like Vasmol, Streax and Turkish Airlines.
How Campaign India rates the agency: 8  

How Mediacom rates itself: 8
In 2010, we continued to deliver breakthrough work. Gillette WALS, Olay ‘India Comes of Age’, Dell Heroes, Volkswagen roadblock/talking newspaper etc., were acknowledged locally and also awarded at Valencia, Cannes, M&M, Spikes…. It feels great to be the only agency from India to win these accolades! Apart from ideas, we have also developed some best-in-class tools like a forecasting optimizer, a live buying tracker etc., to significantly increase savings for our clients. We believe that great ideas come from great teams. With our “people first” culture and programs like Freshness, MediaComets etc., we have ensured a stable, passionate and committed team. MediaCom has grown 50% in 2010 through existing clients and the addition of Shell, Pfizer, TVS Tyres, HRI, Unibic etc. Staff increased by 40% including senior additions like National Buying Head. Our investment behind digital and integrating offline-online is paying off with MediaCom Interaction gunning for top-slot. We look forward to more breakthrough ideas and thinking in 2011!