The Bridge, the specialist entertainment and embedded marketing unit of Starcom MediaVest Group and ZenithOptimedia today announced that it has hired Rajesh Iyer as Business Director.
Said Ravi Kiran, CEO-South Asia, Starcom MediaVest Group, who oversees the specialist unit for Publicis Groupe entity VivaKi, “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 Rajesh Iyer, Business Director, The Bridge, “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.”
Rajesh will continue to be based in Mumbai and will report to SMG South Asia CEO Ravi Kiran.
The Bridge simultaneously announced that Pranay Anthwal, who headed the unit for the last five years is leaving the network. Said Ravi Kiran, “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” Anthwal is expected to take a break from formal employment for some time and think of what he wants to do next.
About Rajesh Iyer
Immediately prior to joining the Bridge, Rajesh Iyer worked in P9 Integrated for 1 1/2 years, with his latest responsibility being General Manager- Institutional Sales & Media. Prior to his stint in P9, Rajesh worked in WPP’s Mindshare and later in the founding team of Broadmind Entertainment as Director - Entertainment Marketing , starting and heading its Cinema activation division, during which time his work for Nakshtra diamond ( DTC ) and for the launch of DNA in Mumbai won Mindshare Gold Emvies.
Before he joined Mindshare, Rajesh worked in TBWA, Creative Eye and Godrej & Boyce.
Rajesh is a huge movie buff and wants to make a movie some day. He also takes pride in being an honorary consultant to the Mumbai United Football Club – which has now qualified to play the elite division league in Mumbai Circuit.
He lives in Mumbai with his parents, wife Meera and five year old daughter Anushka.
About The Bridge
originally formed as Starcom Entertainment in Chicago in 1998, The Bridge was formed as an Asian brand after Starcom Entertainment was renamed in 2008. The rechristening was done to better reflect the purpose and activity of the unit, which helps the clients of Starcom MediaVest Group and ZenithOptimedia leverage the possibilities of entertainment marketing in all dimensions . The Bridge operates in many parts of Asia as a branded unit, most notably in Philippines and India.
The unit has worked with well known marketers such as San Miguel, Singapore Tourism, WorldSpace satellite radio, Cadila Healthcare, Sony Pictures Releasing, SAB Miller, Sandisk, Diageo, General Mills and others.
The unit offers solutions on four main entertainment platforms – movies, television, celebrities and music. It strives to structure a full service entertainment marketing strategy and activation solution, covering product placement, brand integration, promotional tie-ins, licensing and merchandising, celebrity endorsement strategy, negotiation and outreach programs, brand asset creation, advertiser funded programming and others. It also consults entertainment asset owners on making their offers more marketer and brand ready.
In April 2007, the unit formed a two way strategic partnership with Los Angeles based entertainment marketing company Pier3 Entertainment, to cross leverage each other’s capabilities and expertise. Several Asian marketers are exploring opportunities of integrating their brands into Hollywood movies and American TV content, through this partnership.
With a goal to be Asia’s most imaginative entertainment marketing offering, The Bridge, is in the process of creating a unique ecosystem that aims to converge asset owners and independent talent to deliver value to its clients on a collaborative platform.
