MUMBAI: Sam's at it again. The chairman of the Madison group, has restructured Madison Media, which has been ranked as the top media agency in the country, in order to "provide focused attention to large businesses and reward the senior talent pool of Madison Media, giving them more authority and responsibility," says a company press release.

What Sam has done is that he has made Madison Media the mother brand with four other units under it, Madison Media Alpha, Madison Media Sigma, Madison Media Infinity and Madison Media Plus. Earlier, Madison Media coexisted with Madison Media Infinity and Madison Media Plus. Now two new units - Alpha and Sigma - have been created while the other two existing ones have been brought under the Madison Media Group.

Each of the four sub units is headed by a chief operating officer. While Alpha is spearheaded by Neelkamal Sharma, Infiinity's man at the helm is Karthik Lakshminarayan, Sigma's COO is Vanita Keshwani and Plus has Basabdatta Chowdhuri as its head. All the four will report in to Madison Media group CEO Punitha Arumugam.

Says Balsara, "An organisation needs to evolve. We respond and shape the environment improve quality of service we provide to our clients. Each of these will function as an SBU."

Adds Punitha, "We now have a flatter structure which will provide greater focus to our clients business.”

While Alpha will have Procter & Gamble and Gillette as its main clients, Sigma will handle other mumbai accounts, Infinity will have Marico and Plus will service Airltel, explains Balsara.

He adds, “This reorganisation once again re-emphasizes that Madison has developed the ability to develop managerial talent and whenever an opportunity arises we are able to fill the slots with internal resources rather than look outside.”