Eveready consolidates media buying with Lintas' unit  ( June '11,2001, ET)

IN the midst of economic angst, mega advertisers continue to consolidate their media buying and planning with a single media specialist.

The efficiencies and economies that are reaped from a single media partner are apparently proving too attractive to ignore.

Now, Eveready, one of Kolkata's high-powered advertisers, has joined the bandwagon. Initiative Media, the media specialist of Lowe Lintas, has been awarded the entire media business of Eveready Torches & Batteries estimated at Rs 10-12 crore.

DY&R Rediffusion used to handle Eveready's media business prior to this, but continues to be the creative agency on the account, says Ashish Bhasin, president, Initiative.

In a span of a few days, various advertisers have taken their media business out of the fold of their full service and creative ad agencies and have moved to a single media partner.

These include the entire Kinetic Group and on its heels the TVS-Suzuki business. Media insiders predict a spate of such big-time movements and consolidations in coming tough days.

Says Ashish Bhasin, president, Initiative Media: "This win comes on the back of their win of the plum ICICI Prudential Insurance media business."