IPG Mediabrands

ALTBalaji Names Lodestar UM to Media Duties

October 5, 2017 | Share this article

ALTBalaji, a OTT platform, has assigned its media duties to Lodestar UM. The mandate includes print, television, online, out of home (OOH) and radio.

Manav Sethi, chief marketing officer, ALTBalaji, said, “At ALTBalaji, we are pushing the boundaries and changing the way people consume digital content. As the largest home-grown creator of exclusive content, we are persistently driven to do best in every sphere. We look forward to Lodestar UM’s coming on board. They command a strong understanding of media and entertainment space along with strategic and innovative solutions which will be essential in supporting our business vision.”

Ensemble Worldwide, UM Malaysia, DigitasLBi US and BBH UK are the three Grand Prix winners for their work for KFC and Whirlpool and at the first global WARC Awards, recognising next-generation marketing effectiveness.

Ensemble Worldwide, UM Malaysia are winners of the Effective Use of Content Strategy Grand Prix for their KFC campaign ‘Stealing a burger-march on McDonald’s using real-time data’ for which they employed programmatic technology to create and distribute content to millennials to launch its Hot and Cheezy burger in Malaysia.

Commenting, judge Charles Baker, Strategy Director, BBDO Hearts & Science, said: “McDonald’s is the king of burgers so for KFC to make something enduring that could be fun for kids is smart. This is all about building preference and repeat visits.”

Branded Content Bridges Gap

August 21, 2017 | Share this article

Global UM chief executive Daryl Lee — the man with a $US18 billion advertising budget — floats a novel idea that he believes could change the fundamentals of the stressed newspaper advertising model: branded content.

Lee doesn’t mince his words when describing branded-content’s growth potential for local publishers after working closely with The New York Times’s ­T Brand Studio since its inception in 2014.

“We can’t keep up with the demand in the US and in the UK. Along with the use of data and analytics, branded-content will help save journalism,” Mr Lee told Media on a visit to Sydney this month from his New York base.

IPG Mediabrands Australia has appointed Fiona Johnston as CEO of UM Australia. She will take over in October and replaces Ross Raeburn, who took the reins of Mediabrands’ mobile marketing business Ansible this month.

Johnston has broad experience in the media and marketing space with senior management positions in executive consulting, media and creative agencies, including a senior executive role at MediaCom.

“Choosing a new leader for UM at such an important period in the media industry’s evolution is one of the most important appointments I have considered,” IPG Mediabrands CEO Danny Bass says.

“Fiona is a very rare executive in terms of her experience and achievements. Also, having worked alongside her previously, I am fully aware of Fiona’s expertise and commercial savvy. I am delighted she has agreed to lead UM Australia.”

CK Birla Group’s Orient Electric has appointed Lodestar UM as its media agency. The account was won post a multi-agency pitch.

Lodestar UM’s Delhi office will handle the business.

Anshuman Chakravarty, head – brand and corporate communications, Orient Electric, said, “Lodestar UM’s primary consumer interaction coupled with their media recommendations presented us with a fresh perspective of creating innovative solutions which are rooted in strong audience, cultural and technological insights. Through this intense media agency selection process Lodestar UM never ceased to excite us with their willingness to learn about the category, getting into the market to un-earth the current ground level situation and using this as a platform to deliver insights for designing our strategies.”

He added, “Our ambition is to make Orient Electric the ‘most admired and respected’ consumer electrical company in our peer group. We have very high level of expectations as well as confidence in Lodestar UM to make the difference.”

BMW India has appointed Lodestar UM as its strategic media partner.The agency got the mandate on 1 July and will handle media investments and strategic planning across print, television, online, out of home (OOH) and radio.

Interpublic Group’s UM works with BMW as its media agency in several global markets.

Vikram Pawah, president, BMW Group India, said, “The BMW Group has been a pioneer in automotive excellence and the brand stands for emotion, design and heritage with a promise of providing high quality products and services, today and in the future. This philosophy has been an integral part of our brand campaigns for our products and services. We are looking forward to work with Lodestar UM to further build the BMW India brand with new initiatives that are based on strong local insight and innovative ideas. The Lodestar UM team has impressed us with its great strategic media approach and buying efficiency, and we look forward to a wonderful working relationship with them.”

IPG Mediabrands, the global media arm of Interpublic Group (NYSE: IPG), has promoted MJ Kim to the position of Managing Director UM Korea.

Formerly EVP Head of Product UM Korea, Ms Kim has 24 year’s industry experience. MJ first joined UM in 2007 as Director of Media Planning, before serving as UM General Manager for 3.5yrs and subsequently transitioning to the role of EVP Head of Product in January 2017.

IPG Mediabrands had a tremendous showing at Cannes 2017, winning 20 LIONS (4 GOLD, 6 SILVER, 10 BRONZE) and earning an additional 21 SHORTLISTS across UM and Initiative.

“Lives” a series of campaigns by UM Philippines on behalf of Fully Booked was the network’s most successful campaign, collecting 3 GOLD for its excellence in Retail & Commerce.

As we near the Cannes Lions International Festival of Creativity, Campaign India continues with its ‘Cannes Contender’ series.

The premise is: How much time really does a Cannes juror get to understand a case or piece of work s/he hasn’t come across before?

Too little. It’s up to us to help them get acquainted with the good work prior. We present here entries from Indian/South Asian agencies that their creators believe will be in contention for Lions at the 2017 International Festival of Creativity, Cannes.

Lodestar UM – IPG Mediabrands has one such contender.