In a role reshuffle, Triton Communications has elevated Pankaj Arora to National Planning Director. He moves on to head planning from his current role of Executive Director, Triton Mumbai. Prior to joining Triton, he has been with Lintas, Contract, Grey and Publicis.
Reaffirming the move, Renton D’Sousa, CEO & National Creative Director, Triton Communications, commented that one of their key focus areas was to enhance resources in the knowledge domain to enable the best end product. According to him, a planning head needs to have been a senior business head to provide business insights for effective brand solutions. All with the aim to provide the right inputs to the creative for an insight-laden end product.
“We need to redefine planning as a line function that will strategise for brand business building. Pankaj’s vast experience on the business of advertising along with his flair for strategic initiatives is the right fit for my vision,” he added.
On his new role, Pankaj Arora said, “It is my firm belief that the core of every planning activity is the combination of client, category and consumer; and planning models merely revolve around this fact. A good planner reads between the reams of data and researches. But a planner with business experience can unearth the insight that will lead to an effective end product and benefit the client in the market place.”
Arora’s career spans over two decades in advertising. An engineer by education, he started his career on the shop floor followed by a sales stint, after which he joined the world of advertising.
Over the last two decades, Triton has successfully partnered its clients in launching, building and nurturing some of the leading brands in the country, which include Moov and Fortune cooking oil.