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Rediffusion's Adrian Mendonza quits to set up consultancy outfit, 'Water'

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Rediffusion's Adrian Mendonza quits to set up consultancy outfit, 'Water'

Adrian Mendonza, Vice-President and Executive Creative Director, Rediffusion | DYR has decided to move on. He is setting up his own consultancy outfit called 'Waters' and his plans include directing TV commercials among others.

Elaborating on his decision to quit, Mendonza said, "After learning so much at Rediff and in advertising, I though it was time to move on and do more exciting things. Thus, the decision to branch out on my own. In my new venture, the focus will be more on ideation. But just as water is fluid, I, too, shall adopt to my client's requirements."

He will continue with Rediff till the end of the month and will start work on his consultancy outfit full-fledged only after Diwali. At Rediffusion, he had worked on various big ticket clients like Colgate, Airtel, Indian Oil, Hindustan Petroluem, Citibank, Eveready, Tata, Cadilla, Sugar Free, Heinz, Nycil, Daiken air conditioners among others. He has also worked for the agency's Sri Lankan clients.

Mendonza started his career 15 years ago with Mudra in Ahmedabad, working on Reliance and Rasna. He then moved on to Edge Communications in Mumbai, and from there to a creative boutique called Fore Front. Before joining Rediffusion, he was with Contract.

Mendonza's work on Mother's Recipe won him the Campaign of the Year award in 1992 and around the same time also got the Copywriter of the Year at the A&M Awards. He has been nominated twice for the New York Festival as well as London International Award, nominated five times at Cannes and has won the Asia Pacific Award.

Rediffusion, where Mendonza has been working for the last nine years, is yet to finalise his replacement.


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