MAM
E&Y expands marketing & advertising risk services with media audit unit
MUMBAI: Ernst & Young LLP, has expanded its marketing and advertising risk services (MARS) practice through the launch of its media performance auditing unit.
An official statement issued by the company states that with the establishment of the unit, Ernst & Young will offer a holistic approach to managing risk in marketing and advertising initiatives by providing advertisers with an objective, independent review of media delivery performance, agency contracts and compliance, review of advertiser business processes and related controls all under one roof.
According to Ernst & Young LLP, MARS practice global director Kenneth Fakler, Ernst & Young created this service after recognizing the need that advertisers have for an independent verification of their media spend and understanding that there are many risks involved, including compliance risk, operational and financial risk and strategic risk. While media performance audits are common in Europe, they have become increasingly prevalent in the United States.
“Unlike the Super Bowl, where there is no question whether an advertiser’s ad ran because almost everyone is watching, the majority of advertising, whether broadcast, print, or online, doesn’t typically have that kind of universal exposure. Therefore, advertisers may not know if their ad ran, ran correctly, and if the advertiser received the value it paid for,” said Fakler.
“Media and advertising spend can account for significant direct costs for a company. We already perform agency contract compliance and process and control reviews for our advertiser clients, so it was important that we also include one of the biggest areas of marketing spend and risk — media performance auditing — to our service offering. Now an advertiser can come to our firm to get a comprehensive media audit that can help determine operational effectiveness and mitigate the risks involved.”
The MARS practice is made up of a network of professionals with experience in the marketing communications industry and related financial and operational processes, including: marketing and advertising finance, agency operations, creative production, media buying, promotions, project management, sponsorship, public relations, branded entertainment and talent. The practice has a global reach with a presence in North America, Latin America, Europe and Asia Pacific, adds the release.
Brands
Malaika Arora launches Maejoy accessories brand with Myntra partnership
New label debuts with 250 plus handbags and lab grown diamond jewellery.
MUMBAI: When style meets sparkle, a new brand is ready to take centre stage. Actor and entrepreneur Malaika Arora has launched a lifestyle accessories label called Maejoy, developed in collaboration with Exceed Entertainment and Myntra Jabong India Private Limited (MJIPL), the B2B wholesale arm of Myntra. The brand enters the market with a debut collection of more than 250 styles spanning handbags and lab grown diamond jewellery, two categories that continue to define everyday personal style for modern consumers.
The handbag lineup includes crossbody bags, structured shoulder bags, bucket bags, totes, backpacks, clutches and workwear inspired designs. The pieces are crafted using materials such as synthetic leather, raffia, braids, satin, rhinestones and metallic finishes.
Alongside the bags, Maejoy has introduced a jewellery range featuring lab grown diamond rings, earrings, pendants, bracelets and tennis bracelets. The pieces are set in 925 sterling silver bases with gold, silver and rose gold tones, and include diamonds certified by IGI and GCI.
Positioned as a premium yet accessible accessories label, Maejoy is built around the philosophy “The Joy of Being Me”, aiming to blend aspirational fashion with everyday usability. The brand’s positioning centres on three pillars: authenticity, empowerment and accessibility.
Arora described the venture as a natural extension of her long association with fashion and personal style.
“Maejoy is a labour of love. Throughout my career, whether on screen, in business or through personal style, I have always believed fashion should feel empowering yet effortless. The Joy of Being Me celebrates individuality while making global fashion trends more accessible,” she said.
MJIPL, CXO and head of house of brands Suman Saha said the brand brings together Arora’s style perspective with a strong opportunity in the accessible premium accessories segment.
“Maejoy combines Malaika Arora’s distinctive style sensibility with fashion forward designs that we believe will resonate strongly with consumers looking for elevated yet wearable accessories,” he said.
Exceed Entertainment CEO Afsar Zaidi added that building celebrity led brands requires balancing authenticity with market viability.
“Malaika commands respect both as a fashion icon and a businesswoman. Bringing her creative vision together with Myntra’s brand building expertise creates a strong foundation for Maejoy,” he said.
The collection is available exclusively on Myntra through its website and mobile app, making the brand accessible to millions of shoppers across India as it steps into the competitive lifestyle accessories space.
