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Tag: Aditi Mishra

  • Lodestar UM collaborates with LGBTQIA+ owned businesses for impact day

    Lodestar UM collaborates with LGBTQIA+ owned businesses for impact day

    Mumbai : Lodestar UM, the India unit of UM, a global media agency network of IPG Mediabrands, has announced its participation in the seventh global Impact Day, under the theme, “ONE Day, ONE UM, ONE Better World.” Launched in 2016 under UM’s corporate social responsibility unit, Better World, Impact Day reflects the agency’s commitment to its core values of community, curiosity and courage.

    UM employees will participate in activities around three Impact Day pillars:

    ·     Equity – Acts of service that directly impact underserved communities.

    ·     Sustainability – Acts of service that directly impact our planet, locally or globally.

    Wellness – Acts of service that directly impact the well-being of another person’s physical or mental health.

    In India, Lodestar UM has collaborated with LGBTQIA+ owned businesses such as Kai By Mangi, Dopamore, Arttitty, Sabarshh, Ash.Co, Embarque.co, Queergaon, Astitva Jewelry, Podi Nan Maga, and Scoby Labs. These businesses offer a variety of products, including natural lip gloss and oil, stylish handcrafted accessories, elegant bags and purses, vibrant shirts, handmade exquisite stone jewellery, ceramic ware, fashion apparel, bags, stone and bead accessories, lip-smacking pickles, podis and snacks, resin art accessories, and fermented drinks. By providing a platform to showcase and sell their products, the agency aims to create meaningful, tangible benefits for the community.

    “Our idea for Impact Day goes beyond commerce; we aim to foster enriching connections and meaningful experiences that positively impact the community,” said Lodestar UM CEO Aditi Mishra. “By supporting LGBTQIA+ businesses, we are not only contributing to economic empowerment but also celebrating diversity and inclusion in a tangible way. Impact Day is a powerful reminder of how our collective efforts can drive meaningful change and create a better world for everyone.”

    “UMers from all over the globe look forward every year to volunteering as one connected team for our beloved Impact Day tradition,” said Global CEO, UM Andrea Suarez. “Our theme this year, ‘ONE Day, ONE UM, ONE Better World’ highlights the incredible impact we can have when we harness the power of our collective action to give back to the communities in which we live, serve and flourish.”

    “Impact Day is a powerful reminder of the positive change we can create when we come together as a global community. It’s a chance for UMers across APAC to make a real difference in the lives of others, and I’m incredibly proud of the diverse and impactful initiatives happening across the region,” said APAC president UM Kasper Aakerlund.

  • Navigating the media renaissance: Lessons from 2023, blueprints for 2024’s success: Aditi Mishra

    Navigating the media renaissance: Lessons from 2023, blueprints for 2024’s success: Aditi Mishra

    Recap of 2023: Key Trends

    Igniting Growth Amidst Global Challenges: The Indian Story

    Despite global economic headwinds, 2023 witnessed India’s economic resilience fuelled by robust domestic demand. Spearheaded by a burgeoning consumer base, escalating income levels, and the aspirations of the youth, the nation experienced brand and advertising growth. The year’s highlights include over Rs 10,000 crores of incremental ad spends (source: MAGNA), driven by digital surges, government allocations pre-elections, major sports events, a pandemic-free festive season, and blockbuster Bollywood releases.

    Streaming into the Future: The Rise of CTV Advertising

    A pivotal shift unfolded in India’s media landscape as Connected TV (CTV) took centre stage. Anticipating 40-45 million Daily Active Users by 2025, the CTV ecosystem burgeoned from 25 million in the previous year. Notably, Samsung TV users in India spent 88% of their TV time in streaming environments during H1 2023. This surge democratised advertising for smaller brands, leveraging the data collation and targeting prowess of digital platforms.

    Revival Resonance: OOH, Radio, and Cinema Shine

    Contrary to expectations, Out-of-Home (OOH) and radio experienced a revival, fuelled by OTT platforms, FMCG giants, and the automotive sector. The cinema space, against all odds, emerged as a resilient advertising haven, captivating audiences and delivering impactful brand engagements. The unexpected resurgence of these traditional mediums showcased their enduring relevance in the dynamic media landscape.

    Outlook for 2024: Key Trends

    Unlocking Tomorrow: Gen AI and ML Revolution

    Embracing the future, 2024 will witness the ascendancy of Generative AI, reshaping advertising landscapes. Marketers will harness AI for personalised campaigns, seamless AR/VR integration, and compelling CGI campaigns. The adoption of AI, ML, and deep learning will revolutionise consumer engagement, allowing businesses to decipher behaviour, preferences, and purchase patterns, fostering enhanced understanding and segmentation of target markets.

    Monetisation maven: Platforms’ race for revenue

    The battleground for revenue intensifies in 2024 as tech platforms vie for supremacy in monetising their services. Despite boasting the world’s highest user bases, platforms seek new avenues for revenue generation. Prioritising data protection, user understanding, and augmented advertising offerings, platforms will delve into innovative user monetisation, with subscriptions and digital commerce taking centre stage.

    Sustainable storytelling: ESG in the limelight

    A paradigm shift unfolds as sustainability takes centre stage. Consumers’ environmental consciousness propels a preference for brands committed to sustainability, carbon emission reduction, and ethical trade practices. Marketers are tasked with weaving eco-friendly messaging into campaigns, showcasing a commitment to environmental responsibility. Businesses, aligning with a more inclusive economy and sustainable environment, will position sustainability as a core aspect of their overarching business strategy.

    In conclusion: Navigating the media maelstrom of 2024

    As we step into 2024, personalised customer experiences, sustainability pledges, authentic storytelling, and adaptability remain pivotal strategies for brands and marketers navigating the intricacies of the ever-changing media sphere. Embracing these principles, the industry is poised for a transformative journey into the future.

    This article has been authored by Lodestar UM CEO Aditi Mishra.

  • Lodestar UM wins BMW India’s integrated media mandate

    Lodestar UM wins BMW India’s integrated media mandate

    Mumbai: Mediabrands India Network’s Lodestar UM has successfully retained the luxury auto giant, BMW’s integrated media duties. The win came on the heels of a competitive multi-agency pitch held from March to October.

    Lodestar UM’s renewed mandate for BMW spans the entire media spectrum, including mainline, digital, out-of-home, events, and special projects, with an ongoing focus on cementing BMW’s product superiority and attracting newer, more upwardly mobile people to the premium auto segment. The account will continue to be led out of the agency’s Gurugram office.

    Speaking about the momentous development, Lodestar UM CEO Aditi Mishra said, “We are thrilled to be chosen as the integrated media partner for an iconic global brand like BMW. The continuation of our five-year-old journey speaks volumes about how successful the partnership has been in making BMW one of the most desirable brands in the country. The premium auto market in India has witnessed stellar growth in 2022, and there is a growing opportunity to welcome new customers to this segment. The adoption of our proprietary futureproof planning process will continue to unleash maximum value by connecting BMW to its audiences through seamless journeys across touchpoints.”

    Lodestar UM is the India arm of UM, a global media agency committed to future-proofing our clients’ businesses for the now and the future. We leverage the transformational power of rich business analytics and real-time intelligence to maximise growth and activate the full consumer journey across content and connections. Our consultative approach and agile model, rooted in diversity, equity, and belonging, drive better business outcomes for brands.

  • Aditi Mishra takes over as Lodestar UM CEO

    Aditi Mishra takes over as Lodestar UM CEO

    Mumbai: Lodestar UM India on Tuesday announced the appointment of Aditi Mishra as the new CEO of the company. 

    Mishra has been associated with Lodestar UM for over two decades. She started as a management trainee and worn many a hat over the years, driving large client relationships in a business role to leading strategy and product as chief strategy officer of Lodestar UM for the last 10 years. “She is one of the finest strategic minds in the country with a deep understanding and experience of building brands and digital transformation. A valued voice in the IPG network and just the right leader to partner clients into the future,” said the company in a statement.

    Lodestar UM CEO Nandini Dias moves on after 27 years

    “As I think about what is next for us in the challenging environment of today, I am energised by the vision of building an agency resilient and agile to partner with clients and the community for the future,” said Aditi Mishra, on her new role. “A team that will not just ride the waves of digital transformation but fosters media as a growth driver for business. I recognise that I have big shoes to fill and with the support of the incredible teams across Mediabrands India, I look forward to stewarding this journey for Lodestar UM.”

    The company further announced promotion of Hema Malik to Mediabrands India chief investment officer. In this new role, she will lead the charge for Mediabrands India and foster greater collaboration to bring glory and success to clients and businesses. “Her calm demeanor, strong relationships, and innate ability to extract the best for clients and business through investment planning, partnerships, and negotiation, make her a natural choice for this super critical role at Mediabrands India,” the company said about Malik.

    Malik, too, began her journey with Lodestar UM and has been a strong pillar, leading the operations, clients, and people with aplomb as its COO in Delhi for the last six years. Both Mishra and Malik will continue to be based out of Delhi/Gurgaon, according to the statement.

    “We at Mediabrands India have always ensured that all our clients get full advantage of the opportunities in the marketplace,” said Hema Malik. “With the setting up of Mediabrands Investments, we are not only strengthening our obsession for performance and accountability but are equally energised to explore transformative partnerships and set new trading norms beyond the obvious. I am honored and excited to be the first CIO of Mediabrands India. So much to look forward to as we build the new.”

    “I am a firm believer of leadership from inside; success with and around people for winning together. Both Aditi and Hema have been with the organisation for over two decades and have done us proud in their multiple roles over the years,” commented Mediabrands India CEO Shashi Sinha. “Nothing makes me prouder than to see our own people grow. I am thrilled and view these appointments as a giant leap forward. I am confident that both Aditi and Hema will embrace their new roles successfully and champion good growth.”

    Meanwhile, Lodestar UM’s long-term associate Nandini Dias recently announced her decision to move on from the company after being its CEO for close to a decade. She joined the group 27 years ago and has since gone on to acquire the top position, leading the organisation to several ‘Media Agency of the Year’ recognitions over the years.