Lodestar Universal has retained the Tata Teleservices Ltd (TTSL) account and it will be responsible for the media buying and planning functions for the brand.The agency had won Rs 150 crore account , following a multi agency pitch involving two more agencies – Zenith Optimedia and TME. The pitch was called for in December 2008.
Lloyd Mathias, chief marketing officer, Tata Teleservices, said, “We have had an association with Lodestar Universal in 2005 and once again we look forward to working together. We had shortlisted a few agencies with credential presentations amongst which Lodestar is a confident choice.”
Lodestar Universal has been working on the account since 2005, when the ad spends of the brand were in the region of Rs 50 crore. Before Lodestar, the account was handled by TME.
Shashi Sinha, CEO, Lodestar Media, said, “We are delighted to be once again part of the Tata Teleservices team and I am sure together we will take Tata Teleservices to greater heights.”
Lodestar will identify, evaluate and advocate appropriate propositions and media properties, keeping in mind the target markets, target segments and the overall brand positioning. It will help the brand choose the right media mix, the media of communication, and new age media such as online and digital to maximise impact and optimise costs.