Starcom MediaVest Group’s entertainment arm, The Bridge, has seen a change in its leadership. Pranay Anthwal, who has been with the organisation for over five years and was instrumental in setting up the entertainment practice of SMG, has quit the organisation. SMG has appointed P9’s Rajesh Iyer as Business Director to lead the division at present. Iyer is reporting to SMG CEO Ravi Kiran and would be based in Mumbai.
Confirming the development, Ravi Kiran said, “At The Bridge, Rajesh will focus on the clients of Starcom, ZenithOptimedia and all Specialist Solutions units, and work closely with heads of all business units and help them integrate entertainment marketing with communications strategy. He will also create a collaborative working model with Relay Worldwide, headed by Mahesh Ranka, particularly in leveraging sponsorship assets for our clients.”
Iyer comes with 16 years’ experience in line sales, advertising, media planning and buying and entertainment marketing. Prior to joining The Bridge, he was with P9 Entertainment as General Manager - Institutional Sales and Media. He was also a member of the founding team of Broadmind Entertainment (now ESP), when WPP Media formed that unit in 2001.
On Anthwal’s exit, Ravi Kiran said, “Pranay is taking a break to think about what he wants to do next. He started our entertainment marketing practice in 2004 and we are thankful to him for what he has contributed to us.”
The Bridge is the specialist entertainment and embedded marketing of Starcom MediaVest Group and ZenithOptimedia.