MUMBAI: Axis Bank has appointed MediaVest Worldwide as it media AoR. The Starcom MediaVest Group agency will handle the business from its Mumbai office.

The incumbent agency on the account was Madison Media.
Effective 1 August, the agency will cover media planning and buying for all Axis Bank campaigns.

Axis Bank CMO Manisha Lath Gupta said, "While evaluating, we realised SMG has robust planning tools which will help us integrate across different mediums. With their Human Experience Strategy and approach, we believe, they are well poised to handle the media challenges lying in front of Axis Bank for the future."

SMG India CEO Malli CR said, "Axis Bank is a blue chip client and we are honored and delighted to have them on board. They have an exciting brand vision and we look forward to delivering their goals with SMG‘s future focused medi a product that is predicated on insights and analytics, digital and content."

According to the official statement, SMG has been strengthening the MediaVest brand across Mumbai, Delhi and Bangalore and will soon announce a few senior management hires.

Axis has also announced earlier today that its digital duties will be handled by Publicis Groupe‘s Digitas India.