Spatial Access has restructured its operations to create two verticals – media and non-media. While Geetanjali Bhattacharjii continues to lead the non-media audits, which include Production, Below-the-Line and PR, the company has appointed Nikhil Rangnekar to lead the media vertical. Both Bhattacharjii and Rangnekar will work as Joint CEOs.
Rangnekar comes from Starcom Worldwide, where he was Executive Director, India-West. He joins Spatial Access from June 15, 2011.
The other two members who complete Spatial Access’ leadership team are Anita Mundkur, who heads the film audits and the company’s CFO Rabel Advani.
The team reports to Meenakshi Madhvani, Managing Partner, Spatial Access.
Elaborating on the rationale behind the restructuring, Madhvani told exchange4media, “Many services that we offer today have been developed, based on need gap analysis and research done among our clients and prospects. In fact at this point we have commissioned an independent investigator to discover clients ‘pain points’. New ideas, concepts, testing them out, building models and processes that automate the process, falling flat at times and flying high at others, this is really the future. We need to be able to articulate tomorrow’s opportunities even before clients have been able to voice them.”
The company also has international ambitions. Spatial Access has already done some work for clients in Indonesia and Thailand. The objective is to do more in these markets and expand to other markets such as Philippines.
The new structure allows Madhvani to focus more on these areas of growth for the company.
She pointed out that the media vertical had grown over the years and represented a significant portion of Spatial Access’ client engagements. This led to the need of a standalone vertical with a dedicated head. She said, “Nikhil will be focused on delivering media audits, advisory and analytics services. My intention is to move out of the frontline and leave the media vertical to him. I am looking forward to his ideas that would enable us to grow the service and the business, and our reputation. Fortunately Rabel does an outstanding job of running the finance and admin functions, and so Nikhil, for the moment, has to focus on product and service development in addition to client management & business development. International expansion plans and service delivery for global markets will also be part of Nikhil’s mandate.”
Speaking further on why Rangnekar for this role, Madhvani said, “Nikhil is a highly talented and capable individual. He has the experience and the ability to add value to the organisation. His clients think highly of him and his team does too and for us at Spatial Access, that is very important. We are committed to our clients and treat them with the same respect that we accord to our team and employees. Therefore it is critical that any new member of the team understands this philosophy. Nikhil has that inherent decency which is so important in a business that is built on the principles of transparency and accountability.”
Madhvani sees Bhattacharjii and Rangnekar as the perfect team to lead the new structure. She said, “With a background in advertising and marketing, including deep knowledge of production, Geetanjali is the perfect Jt CEO whose non-media skills compliment Nikhil’s media skills. She is our rainmaker.”
But why keep films, which would be a part of non-media, as a separate vertical? Madhvani replied, “Our film audits help advertisers understand the cost structures of a film and help them to trim wastage. I look into this a lot myself. Anita has years of film production experience behind her and has been involved in over 700 films to date. Her team not only helps with detailing costs and breakdowns but also help clients with negotiations, when required. This makes our film audit service comprehensive and effective with no compromise on quality, and it needs dedicated attention.”
The new structure would be effective from June 15, once Rangnekar has joined the company, but Spatial Access has been testing out the concept with the team and clients. Madhvani said, “Clients love the idea of specialists who can add value to each aspect of their business. When you have domain expertise, you stop managing change, you start guiding it. Our intention is to bring together other specialists as well so that like Anita, Geetanjali and Nikhil, we are able to guide and advise a client on each aspect of his marketing investments with one agenda – measurement & efficiency.”