MUMBAI: Lintas Media Group (LMG), the media planning and buying agency, has launched a new specialised media solutions unit, Limelight.

LMG  has roped in Kaacon Sethi to head this division as its president.

LMG said Friday the new unit would focus on creating, distributing and measuring "owned and earned media solutions for clients."

Limelight will work with clients in broadcast, digital, print and OOH to create media solutions in the area of owned platforms with a definite accent on maximising earned media for brands.

LMG chairman and CEO Lynn de Souza 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 specialised division, Limelight, to work with our clients to create a media strategy for them which prioritises all the media options to create maximum earned media for the brand."
 
On selection of Sethi to head the outfit, de Souza said, "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 comes with over 20 years of experience in sales and marketing. She moved from Mediasys Solutions, a company she co-owned with former CEO of aMAP and ZenithOptomedia Tapan Pal.

Sethi told Indiantelevision.com that she had sold her stake in Mediasys Solutions and Pal would continue to take care of the business of the company.

Prior to that, Sethi was CEO at K Sera Sera Productions. She has also worked at Sony Entertainment Television.
 
Sethi 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 conceptualise, 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.”