The Tata group’s plan to centralise all its media buying operations could suffer a setback since group major Tata Engineering is reported to have held back from consolidating its media spend with the group project. This gains significance since Tata Engineering is the single largest media spender in the group and accounts for about Rs 35 crore of the total annual media spend of Rs 150 crore by the group.
Sources familiar with the matter told FE that Tata Engineering was to be a part of the media project from October 1. “There has been a delay and it looks as if Tata Engineering will not be a part of it till the end of the current financial year at the earliest,” they explained. It may be recalled that the Tata group had centralised its media buying with The Media Edge, the media arm of Rediffusion-DY&R toward the end of last year. In fact, The Media Edge has been working on the assignment starting January this year.