Starcom announces changes in specialist entertainment unit

The Bridge has hired Rajesh Iyer (pictured) as business director. The Bridge is the specialist entertainment and embedded marketing unit of Starcom MediaVest Group (SMG) and ZenithOptimedia. Iyer will be based out of Mumbai and will report to Ravi Kiran, CEO-South Asia, SMG.

The Bridge has also announced that Pranay Anthwal, general manager- India, The Bridge has put in his papers in the company. He has been heading the unit for the last five years.

Speaking about Iyer's appointment, Kiran said, “As marketers get worried about consumer apathy towards classical advertising formats and falling return of marketing investments, particularly in these troubled times, the role of entertainment marketing is on the rise. Content owners are also more willing and ready than ever in welcoming marketer participation in content creation and brand integration, as long as the editorial integrity is respected. In this context, our belief in the power of entertainment marketing in bringing real world solutions to brands is stronger than ever and as our senior most resource in the specialist unit, Rajesh will help us deliver on that belief”.

Added Iyer, “While working in a rival agency, I had heard a lot about the holistic approach to entertainment marketing that The Bridge follows. I am glad to be part of this team and am looking forward to working closely with my colleagues in Starcom MediaVest Group and ZenithOptimedia to leverage my experience for the good of our clients.”

Before joining The Bridge, Iyer worked in P9 Integrated for one and a half years. He quit the organization as general manager, Institutional Sales and Media. Before P9, he worked with Mindshare and later in the founding team of Broadmind Entertainment as director - entertainment marketing . He started and headed the cinema activation division here.

Speaking about Anthwal’s departure, Kiran said, “Pranay was instrumental in setting up our entertainment marketing practice in 2004 and building it so far. We are thankful to him for what he has delivered and wish him all the best in his future endeavours”.