Lintas Media Group, has launched a new specialised unit, called Limelight. Kaacon Sethi will head the division which is focused to creating, distributing and measuring ‘owned and earned media solutions for clients’.
Limelight will work with clients in broadcast, digital, print and OOH to create relevant media solutions in the area of owned platforms with a definite accent on maximizing earned media for brands.
Speaking on the launch of the agency, Lynn de Souza, chairman and chief executive officer, 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."
Sethi’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. Prior to joining Lintas Media Group, she was with Mediasys Solutions.
On the launch of the agency and her role in it, Kaacon Sethi, president, Limelight, said, “There is a lot of work happening in the industry in the branded and brand led area – yet 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. 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.”