Century Ply, manufacturer of plywood, laminates and veneer, has assigned its media duties to IPG Mediabrands' Lodestar UM.
The incumbent agency on the account was Mindshare, which had been handling it for more than a decade.
Amit Kumar Gope, group marketing head, Century Ply, says, "It was not an easy decision to part ways with our existing agency. However, Lodestar UM opened a whole new chapter in front of us through their understanding of the plywood market. Their media solution was focussed on an alloy of strategy, basis sound consumer insight and portfolio management. We are confident, with this partnership, about our massive expansion in the near future."
Nandini Dias, CEO, Lodestar UM, adds, "We went ahead with a simple yet compelling strategy rooted in consumer insight. Lodestar UM always believes that strategy lies at the heart of understanding the consumer and that solutions should connect with the audience being media agnostic."
For the record, Century Plyboards started its operations in 1986. Today, it manufactures an entire range of commercial, marine, shuttering and decorative plywood. It has also started manufacturing and marketing laminates under the brand name Century Laminates and pre-lam particle boards called Century Prelam. Veneer is sold under the brand name of Century Veneers.
Lodestar UM services blue-chip brands like Samsung, Coca-Cola, Tata Motors, Mahindra, Amul, VIP and Wipro Consumer Care.