Lintas Media Group has announced the launch of its new specialised unit Limelight, which is focused to creating, distributing and measuring owned and earned media solutions for clients. Kaacon Sethi, till recently a media entrepreneur, is at the helm of this division.
Limelight will work with clients in broadcast, digital, print and OOH to create relevant media solutions in the area of owned platforms, with a definite accent on maximising earned media for brands.
Speaking on the launch, Lynn de Souza, Chairman & CEO, Lintas Media Group, said “At Lintas Media Group, we believe that our industry is going through a phenomenal change, and while ‘paid media’ still retains its value, the focus will shift to ‘owned media’. Keeping this in mind, we have launched our specialised division, Limelight, to work with our clients to create a media strategy for them, which prioritises all the media options to create maximum earned media for the brand. Kaacon is a unique media professional with just the right blend of senior experience both as a planner-buyer and seller-creator of media, therefore, best suited to helm Limelight.”
Kaacon Sethi, President, Limelight, added here, “There is a lot of work happening in the industry in the branded and brand led area – yet to organise and prioritise integrated marketing plans as paid, owned and earned media is very interesting. Limelight will focus on building fans, champions, followers and loyalists for brands through the content route. Limelight will conceptualise, produce, distribute, measure and evaluate branded or brand led content across media, which could include series, docus, shorts, reality shows, webisodes, AFPs, event and sport partnerships, cause marketing platforms and more. I believe that there will come a time, if not already in some measure, that campaigns will start with the brand’s best audiences. I am especially enthused at the prospect of charting new territory in building evaluation and measurement tools in this space.”
Sethi’s experience spans two decades and includes broadcast sales and marketing at SET and the launch and business leadership of MAX, movie and television production at K Sera Sera Productions and as an independent, large format event marketing and sales for Wizcraft, as an independent and media planning and buying duties at leading agencies like (formerly HTA (now JWT) and Trikaya Grey (now Grey Worldwide) in the early years of her career. She moves to LMG from Mediasys Solutions, a company she co-owned with other media professionals.
Marketers are already managing a wide range of paid and unpaid marketing communication even though the overt focus is on paid marketing. A change in marketing and media thinking is already reverberating around the world, and India is at the cusp of this change. The articulation and practice of Paid-Owned-Earned Media is the way forward.