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Lintas Media Group launches Limelight

Kaacon Sethi to head the new specialized unit which will provide media solutions to clients in broadcast, digital, print & OOH.

BestMediaInfo Bureau | Delhi | April 29, 2011

Lintas Media Group, India’s premier media planning and buying agency has announced the launch of its new specialized unit Limelight. Kaacon Sethi, till recently a media entrepreneur, is at the helm of this division which is focused to creating, distributing and measuring ‘owned and earned media solutions for clients’.

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.

Limelight will work with clients in broadcast, digital, print and OOH to create exciting and relevant media solutions in the area of owned  platforms with a definite accent on maximizing 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 specialized division, Limelight to work with our clients to create a media strategy for them which prioritizes 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’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 HTA and Trikaya Grey in the early years of her career. She moves to LMG from Mediasys Solutions, a company she co-owned with other media professionals.

Kaacon Sethi, President, Limelight further adds “There is a lot of work happening in the industry in the branded and brand led area – yet to organize and prioritize 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 conceptualize, 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.”

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