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Lodestar on consolidation drive, launches outdoor wing

18-October-2004
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Lodestar on consolidation drive, launches outdoor wing

For Lodestar, the winning streak of bagging new businesses implies the need for adding more to its infrastructure. And, the agency too has already set the ball rolling. Lodestar is planning to integrate all its services under one roof. Consequently, it has also launched Lodestar Out-of-Home Solutions.

The fortnight-old division is aiming to offer its clients integrated and coordinated outdoor solutions. Throwing more light on the launch of the outdoor wing, Shashi Sinha, Executive Director, Lodestar, expresses, “We always had outdoor solutions and other on-ground solutions as well but these were fragmented. For instance, for outdoors we had an informal set-up with PrimeOutdoor. But now the need was to consolidate all functions and this urged us to launch this division.”

Functions of the Lodestar outdoor wing has been divided in two main categories – outdoor advertising and on-ground activities. Lodestar has roped in Prerana Poojara of Clear Channels for the outdoor part. Equipped with 12 years of relevant experience and an exposure to Lodestar for a Tata Motors campaign, Poorja is heading the outdoor unit.

The other responsibility of handling the on-ground activities is under the supervision of Dhruv Jha – an old Lodestar hand, with nearly two decades of experience to the industry. Prior to this, he was serving similar activities at Lodestar’s own unit Synapse, which has been dismantled to form the Lodestar Out-of-Home Solutions. Jha has been designated as the head of on-ground activities and events.

However, Sinha explains that though the current name is an operating one for the division, in months to come, there are chances that the outfit will be re-christened. Explaining more on the function, he says, “It is imperative that we give our clients holistic solutions. Outdoors and on-ground activities form a very crucial part of any campaign. When you have all these functions coming from the same house, they are well coordinated and integrated and this is the purpose that this new division will serve. What we aim at providing is surround solutions so that the brand communication is effective.”

The objective is simple – integrated approach. And the new division is already working full flow to provide solutions to some of the clients with Westside being one of the initial ones. The brand has already witnessed substantial on-ground activities around the launch of a new outlet. Some more action is expected for another of Lodestar’s recent wins – Tata Indicom.

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