SPECIALIZED MEDIA SERVICES
With clients becoming particular about media buying rates, some agencies are creating their own specialized media buying houses. Such agencies are termed “AOR” (Agencies Of Record). JWT’s AOR is called FULCRUM, Lintas call it INITIATIVE MEDIA, Mudra’s AOR is called OPTIMUM MEDIA SOLUTIONS. Agencies are now turning their attention towards independent media buying houses, because these days satellite channels and print media are offering heavy discounts on bulk buying.
Two specialist independent networks are discussed below:
Mind share: This is an independent network of WPP group, the larges agency conglomerate in the world. Mindshare entered the Indian market in 1996. it purchase media for its group agencies JWT, Contract, O&M and FCB ULKA. It is surprising to know that Mindshare got its first client no the day it opened its office. HLL purchased media worth 600 crore from Mindshare. Today, its annual billings are 1500 crore.
Carat Media: This is Europe’s leading media specialist. It entered into India in 1998. Carat offers the Indian clients media consultancy, which includes media strategy, research planning, buying, and media selection as a total package of services. It purchases media for agencies like Mudra, Clarion, and RK Swamy BBDO. Last years billing were 90 crore.
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