Cequity, part of the RK Swamy-Hansa Group and one of the leading providers of data-led marketing services from India, has appointed Anand Siva as its Business Head to steer its newly set up unit of Customer Integrated Marketing (CIM). The new unit will focus on direct relationship and one-to-one multi-channel marketing and has been set up in line with Cequity’s vision of driving ‘actionable marketing’ for clients.
Cequity, which has been offering data analytics, marketing analytics solutions and on-demand analytical marketing services for a host of clients in India and the US, is now expanding its services across the country, as more and more clients are looking at leveraging their customer marketing investments.
Swaminathan, CEO, Cequity, said, “There is a rising necessity to combine data and integrated marketing to build direct relationships with both customers and prospects. We today host and analyse over 10 million customers and their behaviour across our company, which will makes us one of the largest data-led marketing firms in the country. We have set up a huge infrastructure to manage, build and grow data-led direct customer relationships for our clients. We see Customer Integrated Marketing as a next generation marketing service offering. I think Anand Siva’s passion for the unconventional communication space, experience in BTL, and eagerness to work in the B2B and channel partner space was the right fit to put CIM services on the fast track.”
Commenting on his appointment, Siva said, “I have always been impressed by a business idea that had the marking to lead the way, change the trend. The recent recession has taught the business world important lessons in cost reduction, budget optimisation and advertising expenditure rationalisation. Cequity’s business model and the potential it had to chart a new path for businesses is what got me excited. I am hoping to put 20 years of advertising experience to good use here.”
In his earlier stint, Siva was Vice President and Mumbai Branch Head at Saatchi & Saatchi, where he worked for over two years on brands like Ekp, Logan, Pillsbury, Nature Valley, Ariel, Reliance, Calcium Sandoz, Otirivin, etc. Before that he had spent 17 years at Akshara Advertising, where he was Head of the Chennai and Bangalore operations, working on brands like Intel, Nortel, Tata Plantations, Fresh & Honest Cafe (now a part of Lavazza), Aircel, Indian Airlines, etc. He enabled delivery of specialised BTL services to brands like Intel, handling their B2B, channel and special vehicle projects.