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Colgate moves media buying business

Colgate moves media buying business

Mumbai: Colgate-Palmolive (India) Ltd has moved its Rs80-100 crore media planning and buying business to Mediaedge:cia (MEC), a GroupM India Pvt. Ltd company, from TME, the media arm of Rediffusion DY&R Pvt. Ltd.

Colgate had in 2004 moved to consolidate its media planning and buying business globally with MEC.

GroupM recently retained Hindustan Unilever Ltd’s estimated Rs1,000 crore business. Shubha George, chief operating officer, MEC South Asia, said the Colgate “relationship will be effective 1 April 2010".

The creative part of the business continues to remain with Rediffusion DY&R, said Divya Radhakrishnan, president, TME. Colgate has been associated with Rediffusion long before TME emerged as a specialized media arm, she said.

Colgate-Palmolive’s range includes toothpastes, toothpowder and toothbrushes under the Colgate brand, dental therapies under Colgate Oral Pharmaceuticals and personal care products under the Palmolive brand.

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