Mindshare to handle Media and OMD to handle digital duties for The Hindu

For the first time, The Hindu, appointed a media and a digital partner. Sources closed to the development as well as the officials of The Hindu shared that, the publication has brought on board Group M's Mindshare to handle the media mandate (traditional and outdoor) and OMD for the digital duties. The business will be handled out of the agencies' Chennai offices. The account size could not be ascertained at the time of filing this report.

Sources further explained that, "The year began with experts forecasting an impending double digit slowdown. While we are yet to grasp the full import of this prediction, the publishing business has not fared too well considering an overall sluggishness in advertising spends. December last year spelt the death knell for Mid-Day's Bangalore and Delhi editions and Outlook Profit called it a day. However, despite this, print media players are looking to strengthen their communication plans this year, reflected by some unusual media accounts on the move. Earlier this month, Kerala print major Mathrubhumi moved from a local player to hire Maxus as their AoR. We are in the process of launching a corporate brand building campaign. So, we felt that we would benefit by appointing a media and digital partner at this stage."

It may be recalled that early July last year, the newspaper added Ogilvy India to its creative roster, along with existing creative partner Lowe Lintas. Apart from The Hindu, the agency also handles creative duties for Sportstar, Business Line, Frontline, and other sub brands, the objective being an exercise in brand building and to position the Chennai-based publication favourably among the decision-makers in the marketing and media planning & buying circles.

There would be a multimedia campaign rolled out in couple of days.

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