Rediffusion DY&R has announced major senior-level restructuring across its northern and southern operations. Santosh Sood, who, as COO-Regions, is in charge of the agency’s Delhi operations, is being made Chief Strategy Officer of the agency. Ramesh Srivats, Executive Vice-president-South, is being brought in as EVP-Delhi. He will head the agency’s Delhi operations. Kaushik Tiwari, VP-Chennai, will be heading the agency’s southern operations as VP-South.
These top-level changes were confirmed by Preet Bedi, President, Rediffusion DY&R. On appointing Sood as Chief Strategy Officer, Bedi said, “We have been in talks for a while about tapping Santosh’s acumen at understanding the strategy side of the business and giving him a role around this. Santosh too had expressed his interest in taking up such a role. We were looking for an opportunity and the appropriate time to make this change.”
Sood, who had joined Rediffusion in the latter part of 2003, feels that the role for him now is to lay emphasis on strategy that at times gets overshadowed by the creative. He said, “The ingredients are all there in us, it is a question of churning out the best recipe. My job is to coordinate various elements and point the arrow in the right direction.”
Sood is an industry veteran who has spent almost 16 years with Lowe in two stints. He was also with Sistas for three years. In his career he has worked on numerous brands such as LG, Airtel, GM, Bacardi, among others. He is especially fond of his work for UNICEF.
For Srivats, who is moving from Bangalore, the role is clearly to do good creative work and he feels that other things such as growth and keeping the workforce happy will follow suit. He said, “Even after being in the industry for more than a decade my passion and love for advertising has not diminished. I believe that advertising is about doing great work while having fun and hope to share this with my team.”
Srivats is an IIT-Madras alumnus and is an MBA from IIM-Ahmedabad. He has spent the bulk of his career with JWT, moving to Rediffusion in April 2004. He has worked with brands such as Kingfisher, McDowell, Pepsi, Standard Chartered, Spice Telecom, ING Vysya and Airtel (regional).
Rediffusion’s Chenna VP Tiwari is expected to shortly shift base to Bangalore in hisnew role as VP-South. He is expected to bring on board his key skill of bridging consumer insight to a brand. He said, “South is definitely a potent market and the move is aimed at optimizing our resources. My immediate role will be to grow the business while keeping an eye on consolidating it.”
Tiwari holds an engineering degree as well as an MBA but he decided to change gears and move to advertising, as he wanted to be on the brand side of business. He has previously worked for Triton, Zen Publicis, RK Swamy BBDO and Grey before joining Rediff Chennai a year ago. He has worked on brands such as Citibank, Cuticura and Airtel (regional) among others.