In a rather unexpected move, Rediffusion DY&R’s President, Preet Bedi, has resigned from the agency. Mahesh Chauhan, head of group subsidiary Everest Brand Solutions, has been appointed as the new President of Rediffusion. A new chief for Everest would be announced later but the votes are tipped in favour of Everest COO Aniruddha Banerjee.
Speaking on the change, Chauhan explained that the handover process at Everest has begun and would be completed in the next two weeks. As for Rediffusion DY&R, he said, “Mr Bedi will be there for a while, so that the transition will take that much more time.”
When asked on the kind of change this would mean to him, considering the new job demands and a very different approach from what he had brought about at Everest, Chauhan said, “It is always doing what has to be done. I’ve always gone to a new assignment with an open mind. It was the same at Everest and it would be the same at Rediffusion DY&R. The fundamentals wouldn’t change – it would be still to have a warm, energetic, work and result-oriented kind of environment.”
Chauhan has been credited with turning around the fortunes of Everest Brand Solutions and creating a strong team with the likes of Aniruddha Banerjee.
Bedi took charge of Rediffusion DY&R in April 2003, prior to which he had a short stint at TBWA as President and CEO. Before joining TBWA, Bedi had a significantly long association with Lowe, which he had joined in 1987 as Accounts Group Head, Delhi. After working with Lowe for over 16 years, Bedi joined TBWA Anthem in September 2002.
Bedi as yet to decide on destination next. He will be with Rediffusion DY&R till the handover is completed and might take up his next assignment only in early 2007. He is learnt to be evaluating options in India as well as abroad.