Two months after he parted ways with Mediaedge:CIA, Praveen Tripathi has decided on his next destination. He has confirmed to exchange4media that he has begun a stint with the RK Swamy group as a senior member of the management team. At RK Swamy group, he would be heading consulting services of the network. In addition, he would also look after their special projects division.
The RK Swamy group consists of advertising unit RK Swamy/BBDO, media wing Media Direction, the Hansa group of companies which includes Hansa Vision that deals with programme production, Hansa Events and Exhibition, outdoor unit Hansa Outcell, and Hansa Research.
However, confirming the news, Shekhar Swamy, President, RK Swamy BBDO stated, “Yes, we are delighted with this development. We have been looking for a senior professional to take charge of various special projects clients have been asking us to handle on their behalf.”
Discussing an important area that would fall under Tripathi’s purview, Swamy adds, “One major area is in the space of market mapping which flows out of the RK Swamy BBDO Guide to Urban Markets. On this front, we are already working with clients to help determine optimal allocation of resources across various markets. This brings a lot of value addition to the clients and needs a senior team. Praveen’s background fits the area perfectly. Other areas of consulting services being looked at include development of marketing and media strategies – primarily at a strategic level in a media-neutral way.”
Enthused about his new assignment, Tripathi shares that he believes the scope of work is really wide, considering RK Swamy BBDO’s depth of activity in marketing services. “As I explored the depth of RK Swamy BBDO group, I was quite honestly amazed at the depth and width of the operation. Here is a group that has quietly built a great resource centre in marketing services. I am impressed by focus on the results of the clients. The consultancy services in market mapping and development of marketing/media strategies would be unique. I am excited about my role here and am looking forward to developing a strong team to deliver this service,” he says.
Tripathi was working with Zenith Media since September 2003, where he held the designation of President, South Asia, and Regional Director, Strategy Planning, Asia. With the re-branding of Zenith Media to Mediaedge: CIA in May 2004, Tripathi was placed at the helm of affairs as Managing Director of the operations until October 2004.
An alumnus of IIM Ahmedabad, Tripathi began his career in 1979 with Lintas as management trainee. After three years in media planning and four years in client servicing, when he worked on the Unilever and Lipton businesses, he left the agency to join Marg in 1986 as General Manager-Media Research, and rose to become the Director in 1992. It was in 1996 that he joined Leo Burnett as Associate Regional Director for Media and Strategic Planning. With the emergence of the independent media unit of the agency, Starcom, in July 1999, Tripathi took over the unit as Managing Director.
In December 2001, he left the agency and became an independent communication and media effectiveness consultant. In August 2002, he left the country to play the role of Strategic Planning Director for P&G for the Greater China region comprising Hong Kong, Taiwan and China. The stint lasted for over a year. With a varied exposure at various places, Tripathi’s career graph reflects a unique mix of advertising, media and research.