ITC Ltd has moved their media duties to Initiative from Wavemaker India, the media, content, and technology agency from GroupM following a multi agency pitch, according to highly placed sources.
The sources say that the account is estimated to be worth more than Rs 600 Crore.
ITC Ltd has called for the media review for mainline media handling and media buying for television, print and outdoor in February 2022.
Since 2017, Wavemaker has been ITC’s Agency on Record (AOR) for mainline media handling and media buying. In February 2019, Wavemaker also won the digital mandate for the same.
Earlier, Madison was the AOR for ITC and the digital duties were handled by Dentsu.