Ex-Rediff hands Nitin Adake and Naresh Kumar Sharma launch new agency, Latitude23
The Capital’s ad scene has a new entrant – Latitude23. Floated by former Rediffusion hands, Nitin Adake and Naresh Kumar Sharma, the new advertising agency came into being on January 14, 2006. Latitude23, which has an office in Mumbai as well, already has five clients in its kitty.
While Adake is Executive Creative Director of the new agency, Sharma is the Executive Director, Client Services. Shivram Choudhary, who has worked with agencies like Everest, Triton, Mudra and Bates, has joined Latitude23 as Head-Print and Production.
Adake has worked in the capacity of Creative Director with agencies like Lintas, Mudra, Contract, Bates and Rediff, while Sharma has worked with agencies like Lowe, Mudra and Ogilvy, prior to joining Rediffusion. Both Adake and Sharma were in Rediffusion for two years before quitting the agency around two months’ back to float Latitude23.
Explaining the rationale behind choosing the unusual name for the agency, Adake cited the examples of agencies like Lemon and Umbrella, which, too, have distinct names. Elucidating more on the same, he said, “Latitude23 refers to the centre of the Earth. All the needs of the client – be it advertising design, graphic design, client servicing – are going to revolve around Latitude23.”
While talking about the need for launching the agency, Adake said, “The whole idea behind coming up with an agency was to do work for ourselves rather than work for another agency. There are so many wrong people sitting at the right places.”
As far as services are concerned, Latitude23 offers advertising solutions, design expertise, PR, events and regular media interaction for the financial and FMCG sectors.
The newly launched agency is focusing on creating a bright and happy work environment, with a system for rewarding deserving employees. On the challenges ahead, Adake said, “The challenge would be to make the agency something like Infosys.”
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