MAM
Dentsu elevates James Bailey as media chief for UK and Ireland
LONDON: Dentsu UK and Ireland has appointed James Bailey as chief executive officer – media, marking a key leadership shift as the group scales its integrated Media plus plus strategy. The appointment takes effect immediately.
Bailey will report to Dentsu UK&I chief executive officer Annette Male. Alongside his elevation, Shenda Loughnane has been named market lead for Ireland while continuing as global president of dentsu X. She will report jointly to Bailey and Will Swayne, global practice president for media and integrated solutions.
Bailey steps up from his role as chief executive of iProspect UK, where he has led the agency since its consolidation with Vizeum in 2021. Under his leadership, iProspect built a unified multi-location operation and secured major client wins including Kering, eBay, Netflix and Tapestry.
The agency also climbed industry rankings, placing third in Recma’s UK media market table in 2025 and second in Campaign’s new business rankings, alongside multiple award shortlists.
His promotion comes amid rapid expansion of dentsu’s UK&I media business, with media positioned as the growth engine across audience strategy, activation, content, CRM, data and technology under the Media plus plus model.
Bailey succeeds Loughnane, who had been serving as interim head of UK&I media since July 2025. Based in Dublin, she will now focus on leading the Ireland business while maintaining her global role.
Annette Male said Bailey had built a transformational agency model rooted in regional talent, while Loughnane’s experience would further strengthen Dentsu’s market capabilities.
Bailey said his focus would be on nurturing future-ready media talent to deliver measurable growth for clients, while Loughnane highlighted the opportunity to combine global insight with local leadership in Ireland.
Brands
KKR sixes to power EV charger rollout under VIDA campaign
Cricket meets clean mobility as big hits spark India’s charging growth
NEW DELHI: VIDA, the electric mobility arm of Hero MotoCorp, has teamed up with Kolkata Knight Riders to launch a campaign that turns cricketing flair into real-world impact.
Titled ‘6 for 6’, the initiative promises to install a 6kW fast EV charger for every six hit by KKR during the ongoing Indian Premier League season. The idea is simple but powerful, as each big hit on the field contributes directly to expanding India’s fast-charging infrastructure.
The campaign builds on VIDA’s growing network, which already spans over 5,300 fast-charging points across more than 430 cities. With EV adoption gaining pace, the brand is using cricket’s mass appeal to accelerate both awareness and infrastructure growth.
Explaining the thinking behind the move, Hero MotoCorp emerging mobility business unit chief business officer Kausalya Nandakumar said, “Cricket has an incredible ability to unite and inspire millions across the country. With the ‘6 for 6’ campaign, we are turning every big hit on the field into a step towards a cleaner and a more accessible mobility future.”
She added that VIDA’s expanding fast-charging network and removable battery technology are designed to make EV ownership more convenient and practical for everyday users.
From the franchise’s side, the campaign is also about giving on-field moments a larger purpose. Kolkata Knight Riders chief executive officer Venky Mysore said, “The ‘6 for 6’ campaign exemplifies the potential of sport as a platform for meaningful, real-world impact. By linking every six to the expansion of EV charging infrastructure, this partnership transforms fan excitement into tangible progress.”
As part of the rollout, VIDA has introduced co-branded charging stations in KKR’s signature colours, with a flagship installation unveiled alongside team players. The chargers are designed for quick top-ups, powering VIDA scooters from zero to 80 percent in about an hour, while also being positioned along key highways to support longer journeys.
The initiative also taps into VIDA’s removable battery system, which allows users to charge using standard household plug points, adding flexibility to the charging ecosystem.
By blending the thrill of cricket with the urgency of clean mobility, VIDA and KKR have found a neat way to make every six count twice, once on the scoreboard and again on India’s road to an electric future.
