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Kartik Iyer to head Initiative, Yesudas gets Insight

13-January-2004
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Kartik Iyer to head Initiative, Yesudas gets Insight

Kartik Iyer, the head of Initiative, Delhi is moving to a much bigger role. He is now President, Initiative India and has already assumed charge. He will be based in Delhi. He was in Mumbai last week meeting a few of Initiative’s key clients. What is more, Lintas Group Media Services is also launching a new media agency, Insight, which would be headed by S Yesudas, currently Executive Vice President, Initiative.

Lynn De Souza, Director, Media Services & Healthcare, Lintas Group confirmed the news to exchange4media. Explaining the reason for the internal restructuring, an elated De Souza stated, “2003 has been an excellent year for Initiative. We have grown by 52%. The major contributors to this growth have been Maruti and of course, LG. The Delhi office grew by 83% and we are number one in the Delhi market. Kartik did a great job and we at Initiative are extremely proud of him.”

Divulging further details she said, “Kartik took charge of South in October and he has also taken charge of a part of the West business.”

Meanwhile, Interactions, the Bangalore based media agency of Lintas Group Media Serviceswould continue to be headed by Sudha Natrajan. States De Souza, “It has been a phenomenal year for Interactions which grew by 300%. It is now the largest media agency in the South and East markets.”

Next, she talks about the soon-to-be-launched Insight. “We felt the need to start a new media agency in the West Zone. It was done with the purpose of giving the region significant focus and acquire even greater market share in this region. We plan to open this market and shake it up,” she states.

The agency would be headed by S Yesudas, currently Executive Vice President, Initiative. Some of Initiative’s clients are likely to move on to Insight. However, de Souza chooses not to divulge their names now.

Intellect, the media research division of Lintas Group Media Services would continue to function as it is now.

As for de Souza, she remains Director, in charge of media cell with three independent media agencies of the group reporting to her. This effectively means that Millennium would now be disbanded.

As to why do all the media agencies from the Lintas group start with ‘In’ (Initiative, Interacts, Insight, Intellect), says a smiling De Souza, “Because we are the ‘In’ thing in the Indian media world.”

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