Maxus is the 'Most Dominant Agency': RECMA

The agency earns the title for the fourth year in a row. Mindshare and DDB MudraMax follow.

Maxus India has retained the title of the most "dominant" agency profile for the fourth year in a row as per the RECMA 2013 report.

The RECMA report gives a qualitative assessment for 2013 for all leading media agencies in India, basis two parameters, Vitality and Structure. This is the highest level of ratings awarded by the agency RECMA, for the agency that demonstrates a balance between the two parameters.

According to Kartik Sharma, managing director, Maxus South Asia, in 2013 Maxus India won 17 new businesses worth Rs 600 crore. "We made substantial investments to strengthen our offering across core media, digital, branded content and activation. This is also reflected in the number of industry awards the agency won during the year."

"From a people point of view, the new RECMA ratings are an indicator of the 10/10 vision that drives us to delight our clients and customers. We are governed by Passion, Agility, Collaboration and an Entrepreneurial spirit (PACE), a mission statement that drives us to deliver the very best and meet challenges head on," Sharma adds.

According to sources, while Maxus India is at No. 1 in the chart, Mindshare and DDB MudraMax took over the second and third spots. The next seven agencies in order are Lodestar UM, Madison Media, Starcom + MediaVest SMG, Havas Media, ZenithOptimedia, MEC and Mediacom.

For the record, the new businesses that Maxus India won in 2013 include Tata Global Beverages, Unitech, Nestle India, Kotak Mahindra, Redbus.in, Ruchi Soya and Musafir.com. It also retained the media duties for L'Oreal in India in a very aggressive pitch across agencies.

Maxus India also saw several high profile talent related milestones, with Ajit Varghese moving into a new role as CEO, APAC, Maxus and Kartik Sharma taking over as the new managing director, Maxus India. Besides, a senior management promotion with Sanchayeeta Verma as head, Maxus South and Anand Chakravarthy joining as head Maxus, West also took place.

The agency began 2014 with notable campaigns such as 'Power of 49' for Tata Tea.