ITC hires GroupM’s Wavemaker for digital media mandate

Wavemaker, the media, content and technology agency from GroupM has been awarded the consolidated digital mandate by FMCG giant ITC. Wavemaker has been the agency on record for ITC media since 2017. 

Commenting on the win, Kartik Sharma, CEO- South Asia said, “We are thrilled chosen by ITC to handle their digital mandate as well. This win marks the expansion of our partnership with team ITC. We are confident that our data-led consumer journey approach will help in growing the brand further."

Wavemaker won the mandate, estimated at 60 crore rupees after a multi-agency pitch. The expanded duties would include all digital activations including search and creatives.  Earlier Wavemaker was handling the media buying duties for ITC. 

The multi-billion dollar media agency was set up as a result of the merger of GroupM's MEC and Maxus two years ago. Since then it has picked up a roster of clients including Cure.Fit, Policy Bazaar and Paisabazaar, Mondalez India, Bisleri and Tata Global Beverages which includes a joint venture with Starbucks.