Campaign India Agency Report Card: Madison Creative

Type of agency: Advertising

Company ownership: Independent

Key personnel: Sam Balsara, chairman and MD, Madison World, Prabha Prabhu, executive director, partner, Kartik Mani, national creative director, Madhukar Dhoiphode, senior creative director

Accounts won: Star Union Dai-ichi, Jo Soap, Italicks, Centrum, Cinemax, Kwality Ice Creams (Middle East), Doy Care Range

Accounts lost: Dale Carnegie, Everest Roofing

The list of clients in Madison Media’s creative agency mc2’s portfolio has typically been that of local retail brands and this year, too, the agency continues that focus, adding business for Kwality Walls Ice Cream in the Middle East. The number of people in mc2 increased from 30 to 36. Considering the clout that Madison group enjoys, Madison Creative continues to underperform.

Campaign Score: 4

How MC2 rates itself: 6

It’s been only a year since Madison Creative changed course by re-branding itself as mc2. But it is safe to assume the exercise has not been in vain. The number of new businesses we added this year and the arrival of fresh talent on board has vindicated the entire re-branding idea.  A significant win was Star Union Dai-ichi (a Bank Of India, Union Bank and Dai-ichi venture) The  agency unveiled a TVC for Jo soap. It was also a year of helping clients with their branding. Assigned the project of creating a modern gelato brand, mc2 coined the name ‘Italicks’ to cue the brand’s Italian roots, and did some starkly different logo and package designs for the soft launch of the brand. We were also awarded the responsibility of designing the branding and communication for Mumbai’s Oberoi Mall.

In what has become a tradition at mc2, youth once again cornered glory in an open- to- all award competition. Last year, a young copywriter from mc2 won himself an all expenses paid trip to Cannes, courtesy AAAI. This year, it was the turn of Saisuresh, another young copywriter who was recently declared the winner of a contest organized by My FM radio and exchange4media. Sai has won himself a purse of Rs. 25,000/ - and a chance to have his award winning radio spot on “noise pollution’, recorded and aired on My FM.

Though it’s been an interesting year for mc2, the agency is looking forward to the prospect of being invited for more pitches next year and giving the ‘big boys’ a run for their money. We also can’t wait to get our hands on a few clients with meaty ad spends, to showcase the agency’s ability to crack the toughest briefs using creativity and of course making our mark at award shows both in India and abroad.