Lintas Media Group (LMG) has launched a new media solutions division called Limelight. It will provide solutions in the space of broadcast, digital, print and out of home (OOH).
Speaking on the launch, Lynn de Souza, chairperson and chief executive officer, Lintas Media Group, says, "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 will prioritise all the media options to create maximum earned media for the brand."
"Sethi is a unique media professional with just the right blend of experience both as a planner-buyer and seller-creator of media - therefore, best suited to helm Limelight," adds de Souza.
Sethi says, "There is a lot of work happening in the industry in the branded and brand-led area -- 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. It will conceptualise, produce, distribute, measure and evaluate branded or brand-led content across media, which could include series, docus, shorts, reality shows, webisodes, AFPs (advertiser-funded programmes), event and sport partnerships, cause marketing platforms and more."
Sethi further adds, "I believe that there will come a time, if not already in some measure, that campaigns will start with the brand's best audiences."
Sethi started her career as media planner and buyer with JWT in 1989. After working with the agency for three years, she moved to Bennett Coleman & Co as senior manager, Response. She then joined Grey Advertising (then Trikaya Grey) in 1993 as media group head. At Trikaya, a year later, she was promoted as media director. In 1995, she joined Sony Entertainment Television (SET) as vice-president, sales, and was later promoted as senior vice-president. Next, she moved to K Sera Sera Productions as chief executive officer and in 2009, started Mediasys.