MAM
Brillon appoints Lodestar UM as media AOR
MUMBAI: Brillon Consumer Products Ltd, formerly SC Johnson Pvt Ltd, a manufacturer of household consumer products has appointed IPG Mediabrands owned Lodestar UM as its media agency on record in India.
The decision comes on the heels of a multi-agency, multi-phased pitch process. The account will be managed out of the agency’s Gurugram office.
Brillon Consumer Products is the joint venture in India between SC Johnson Pvt Ltd and Bansk Group, a private equity firm, to manage the business operations in the country. The company owns pest control products – All Out and Baygon, Mr Muscle range of cleaning products, Dranex Drain Cleaner, Kiwi Shoe Polish, Glade Air Freshener among others.
The task includes both offline and online media mandates, including e-commerce.
Lodestar UM CEO Nandini Dias said, “Over the years, Lodestar UM has emerged as the most trusted agency partner for its clients, creating customised media solutions that are backed by industry’s most sophisticated media solutions, research and, tools. Despite the pandemic and the market condition, we have been driving the best business solutions for our clients. The trust, that Brillon has bestowed upon us is a testimony that we are on the right path.”
Lodestar UM COO Hema Malik added, “Our primary task is to scale up the iconic brands of Brillon and find newer markets for the lesser-known brands. We are delighted to add Brillon to our portfolio of clients and looking forward to offering the most sophisticated, strategic, technology-led media solutions for them.”
Brands
Netflix names Magali Huot director games marketing – mainstream games
Former dentsu and YouTube Gaming leader joins to steer mass appeal titles
LOS ANGELES: Netflix has appointed Magali Huot as director of games marketing for its mainstream games division, reinforcing its push to widen the appeal of its interactive entertainment slate.
Based in Los Angeles, Huot joins from dentsu, where she most recently served as svp, global gaming strategy. During her time there, she helped brands treat gaming not as a niche vertical but as a core marketing channel, shaping partnerships that connected culture, community and commerce.
Before dentsu, she spent nearly four years at YouTube, including as head of games publishers at YouTube gaming and senior gaming product marketing manager. She built the platform’s first global games publishers practice, formalising a data led approach to partner selection and creating scalable programmes across the Americas, EMEA and Apac.
Her work included amplifying major in game cultural moments in Fortnite, featuring artists such as Travis Scott and Ariana Grande, as well as advancing creator partnerships and live event strategies to deepen platform engagement.
Earlier, at Warner Bros. Entertainment, she served as director, content marketing across the games portfolio, leading campaigns for titles including Mortal Kombat 11. Her remit spanned strategic partnerships, esports programmes, branded content and experiential activations.
From launching Ubisoft’s first social media war rooms to developing large-scale publisher collaborations, Huot has built her career at the intersection of entertainment and interactive culture.
At Netflix, she now takes on the task of making mainstream gaming as intuitive and inviting as pressing play on a favourite series.
