Campaign India Agency Report Card: Allied Media

Type of agency: Media

Company ownership: Percept Ltd
Key personnel: Shripad Kulkarni, COO, P M Balakrishna, VP, Preeti Mascarenhas, CSO, Milind Dewulkar, GM-finance, Surbhi C Murthy, deputy GM
Accounts won Future Group, Toyota Kirloskar Motors, BSNL, Ozone Ayurvedics, Bank of India, National 
Highway Authority of India, Ministry of Commerce, HIS Travel, Smart Digivision, Bank of Maharashtra, Everest Roofing, National Female Literacy Mission, Daikin Airconditioning
Accounts lost None reported

 

The year took off well with Allied Media bagging The Future Group biz, following retail giant’s decision move its media duties from Starcom MediaVest Group’s FutureWorks. Besides that, some of the agency’s wins this year included the empanelment to the BSNL account, adding clients like No Marks and Panasonic. For BSNL, Allied Media bagged close to 60% of the planned Rs 100 crore TV budget. The agency also benefitted from the Assembly Elections, after Percept managed to crack the Jai Ho anthem for the Congress. The media planning and buying for the ‘Jai Ho’ part of the Congress campaign which saw heavy use of television and radio, was also handled by Allied Media.

On the talent front, the agency hired talent at regular intervals to support the growing roster of businesses it services. Suresh Shah joined from Lintas Media Group as investment director, while Priya Iyer joined as business director and Meenakshi R Mohan joined as business director.

Campaign Score: 7

 

How ALLIED MEDIA rates itself: 9

We are the agency all established players are closely eyeing. Why is it so? We are just a two year old company and are the fastest growing media agency in India. Look at the business we won this year: Future Group, Panasonic, Toyota (MUVs and SUVs), No Marks. We’re handling a client base of the ever demanding Indian entrepreneurs and the perfectionist Japanese clients drives us to grow the best media team in India. Our pedigree is 360 – so we have an unfair advantage in an era where clients want effectiveness through 360 degree activation. This gives our ROI deliveries to our clients a new dimension which will be tough for competition to beat. We have a commitment to tools and training at par with the best in the country. In the next two years, all will see what our EPP, proposed R&T Lab and motivation of our people will achieve.