The Bridge is the specialist entertainment and embedded marketing unit of Starcom MediaVest and ZenithOptimedia. Anthwal headed the unit for the last five years.
Iyer, who will continue to be based in Mumbai, will report to Starcom MediaVest Group South Asia CEO Ravi Kiran.
Iyer, who will continue to be based in Mumbai, will report to Starcom MediaVest Group South Asia CEO Ravi Kiran.
“Pranay was instrumental in setting up our entertainment marketing practice in 2004 and building it so far,” said Kiran.
“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”, added Kiran.
“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.”
“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”, added Iyer.
Iyer has also spent time at Mindshare, TBWA, Creative Eye and Godrej & Boyce. He was also in the founding team of Broadmind Entertainment as its director of entertainment marketing and headed its cinema activation division.
