Campaign India Agency Report Card: mc2

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: Italicks, Centrum, Cinemax, Kwality Ice Creams (Middle East), Jo Soap
Accounts lost: Dale Carnegie, Everest Roofing

Compared to Madison Media, MC2’s performance must come as a big let-down. There have been no significant accounts won during the year, though the list seems long. The accounts won are, by and large, low on  revenue, and MC2 must be looking for a big win to put them in the big league.
Madhukar Dhoipode’s appointment as senior creative director must be a step in the attempt to improve the creative proiduct and make the agency competitive, but this year has shown no such encouraging  sign.
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 certainly vindicated the entire re-branding idea.
The increased focus on creativity to solve marketing problems, has earned us many new businesses. The most significant win has to be the newest player in the Life Insurance sector- Star Union Dai-ichi. It was also a year of helping clients with their branding, this included logo and packaging for gelato brand Italicks. mc2  bagged branding and communication for Oberoi Mall. We look forward to the prospect of being invited for more pitches next year and giving the ‘big boys’ a run for their money.