To handle the influx of sports marketing and media buying accounts during the ICC World Cup 2011, which begins this Saturday, and IPL-4, leading media buying agencies are drawing up fresh action plans which include new recruitments, new media tools and integration of digital media with ground activation. For instance, Madison World's dedicated sports marketing unit Performance Management Group (PMG) has added muscle to its existing team by hiring fresh talent to handle additional work in the next three months.
Likewise, Maxus, a Group M company, has invested in fresh talent in the digital media business to reach out to mobile and internet users. Maxus is currenlty handling the media accounts of Vodafone, Nokia, Hero Honda, Perfetti India and Loreal among others. Yet another agency, Aegis Media India, is strengthening its services to provide a 360 degree communications package to its clients. The agency is handling the ad accounts of Philips and Adidas. Clearly, its action in the Rs. 2,000 crore sports marketing sector in India. These two sports events are expected to collectively add over Rs. 1,700 crore to the Indian advertising pie worth over Rs. 22,000 crore annually. With technological advancements, media agencies are also betting big on digital media during the sports events.
On Madison’s strategy, Sam Balsara, chairman and managing director of Madison World, said, “We have already hired competent professionals to provide expert advice and services to our clients. We are fully geared to handle additional work during these sports events.”
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