Lodestar UM and Greenline join hands to form GLO

GLO will provide 360-degree services in the OOH domain.

Media buying agency Lodestar UM has tied up with the out of home (OOH) agency Greenline to set up an OOH media buying vertical, GLO, with an aim to provide 360-degree services in the OOH domain.

In an official communiqué, Raminder Singh, managing director, Greenline, says, "The tie-up with a growing media agency like Lodestar UM will galvanise the growth of this vertical and the opportunities and learnings will be immense through client interface. It is to be noted that Lodestar UM handles a roster of clients such as Coca-Cola India, Tata Docomo, Mahindra MasterCard and Microsoft."

In order to spearhead the GLO business, Chandeep Bindra has been appointed as group head, client servicing, while Megha Raina and Rahul Raj have been appointed as heads, client servicing.

Shashi Sinha, chief executive officer, Lodestar UM, says, "These days, clients want innovation in every aspect. Greenline is one of the agencies which has done some great work with innovation. Hence, innovative integration of various types of media such as activation, OOH and digital is bound to yield good results. This is perhaps one of the few reasons for tying up with Greenline. Moreover, I know Singh for a long time, and he is known for some very good creative work."

For the record, Greenline has executed national campaigns for large global brands such as Lee Cooper, Standard Chartered, Michelin, Mercedes Benz and many Indian blue chip companies such as DLF, Future Group, Jaypee and Radico Khaitan.