Sanjoy Chakrabarty, who ran the Central Trading Group till mid-this year, has been transferred to China, with immediate effect. Being based in Shanghai, he will be reporting to Simon Woodward, Managing Partner, Group M trading in China, and head of MindShare's regional trading task force for Asia Pacific.
Ashutosh Srivastava, CEO, Group M, India and Asia, confirmed the move, stating, “Chakrabarty will be working with Simon to develop and implement systems and processes in the buying area, which will help leverage Group M volume more effectively in negotiations – in what is one of the biggest and most complex media market in the world today. The Shanghai media market is visibly different from that of India, it is fairly decentralised and a great deal of improvisation can be done in terms of systems and data analytics. Chakrabarty is recognised in India for his contribution in the growing use of analytics in buying. Undoubtedly, he would be an asset to the Shanghai set-up.”
He added, “India was one of the first countries to test and implement the new structure, systems and processes in buying in 2004, which would define how WPP’s media investment/trading function would evolve over time. Chakrabarty will now be transferring this learning to other Group M companies in the network.”
Chakrabarty has authored Group M's proprietary system Media Mechanix for Rate Benchmarking in India. He will now work with Simon and Gina Miller, Director, Tools and Technologies for MindShare Asia Pacific, to help China develop their version of the Media Mechanix benchmarking system and integrate it with their planning and operations in IT systems.