Tata Motors has selected Omnicom Media Group (OMG) as the media agency for its Passenger Vehicles media planning and buying account following a 6-month multi-agency pitch process. Sources estimate the account’s value at around INR 450 crore. Tata Motors has made the decision to combine all its media buying and planning operations under Omnicom Media Group.
Tata Motors’ media mandate included above-the-line, digital (for both electric and internal combustion engine vehicles), and outdoor advertising. The INR 450-crore account represents a major change in the automaker’s media strategy since it unifies all media responsibilities under OMG, including digital, TV, print, OOH, digital partnerships, and creative duties. Currently, agencies like Lodestar UM, OMD, Dentsu, and Madison handle the company’s media needs.
In the past, IPG’s Lodestar handled TV and print, while OMG oversaw Tata Motors’ digital media division. This action simplifies processes and represents a coordinated strategy for advancing the business’s passenger car media strategy.
The media account of Hero MotoCorp, another significant automaker, is also for grabs. Hero MotoCorp’s incumbent is Publicis. These two automotive media accounts now have a combined value of about INR 850 crore.
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