MUMBAI: Madison Media has been appointed as the agency-on-record for Viacom18 and will now handle the media planning and buying duties for its entire gamut of brands. It won the account after a multi-agency pitch.

Viacom18 Group CEO Sudhanshu Vats says, “We have constantly endeavored to build a portfolio of iconic, distinctive brands and leverage synergies wherever possible. As we step into our next decade, the consolidation of our media duties under one agency will allow us to drive economies of scale and dial up synergies within the network. In Madison, we found a passionate, confident and committed partner with a varied body of work that cuts across industries."

Madison group CEO of media and OOH Vikram Sakhuja adds, “It is particularly exciting to be chosen as Viacom18’s consolidated media AOR at a point in time when it has successfully celebrated its first decade and is poised to develop segmented offerings for 1.3 billion Indians. Viacom18 is the country’s foremost storyteller with leading brands in almost every broadcast genre it operates in. Add to that the allied businesses the network has invested in–merchandising and live events and for an agency nothing can be headier and more dynamic than being a partner in the marketing of such varied content.”

Madison Media has been in the news recently for winning key accounts of Titan, Sri Sri Tatva and Xiaomi in Bangalore, Uber in Delhi and Bandhan Bank in Kolkata, apart from winning a host of other accounts across its office in the country.

Viacom18 recently celebrated its 10th anniversary.