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After GroupM, BroadMind effects top level changes; rebranding expected in 2007

07-August-2006
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After GroupM, BroadMind effects top level changes; rebranding expected in 2007

Subsequent to the top management changes at GroupM, which saw Vikram Sakhuja taking on the reins of the media conglomerates operations as CEO, GroupM, Asia Pacific, it is now BroadMind’s turn to undergo changes. Hiren Pandit has assumed the role of National Director, BroadMind, and M Suku will be with the Indian office till the transition takes place. He will be moving to Singapore in September 2006 to GroupM ESP, Asia Pacific region.

As was reported by exchange4media on June 22, 2006, GroupM had announced these changes at the time of the structural changes in the organisation. Pandit would be reporting to Sakhuja. Throwing further light on the changes, Suku informed that GroupM ESP (Entertainment, Sports and Partnerships) was the brand name for the same operations that in India were under the brand name BroadMind.

The brand BroadMind has been expected to cease for some time now and be converted to MindShare Entertainment. Suku, however, was quick to point out that no re-branding would happen this year. He further said, “The problem with using MindShare Entertainment in India is that it wouldn’t do justice to all the GroupM operations in India, whether it is MEC or Maxus. Hence, we are still deciding on what name should be used.”

Drawing attention to international examples here, Suku said that while some international markets in the US and the UK worked under the brand name GroupM Entertainment, some like the South East Asian markets followed GroupM ESP. A decision has to be taken on which of these would be accepted and following this, the branding change would be done worldwide. However, Suku believes that there is still time for that.

Meanwhile, he is content with the transition of the India operations. He pointed out that the Indian team had old hands like Rajeev Berry, and now with Pandit on board, an accelerated growth rate could be expected from the unit.

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