Lodestar UM has announced that it has bagged the media mandate for Century Ply. Mindshare was the incumbent. The account was won following a multi-agency pitch.
The mandate for Lodestar UM spans across all products of Century Ply, an agency statement said. Century Ply has a presence in plywood, laminates and veneer.
Amit Kumar Gope, group marketing head, Century Ply, said, “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 focused on an alloy of strategy, basis sound consumer insight and portfolio management. We are confident with this partnership looking at our massive expansion in the near future.”
Nandini Dias, CEO, Lodestar UM, added, “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.”