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S Yesudas to join Media Direction as COO

14-February-2006
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S Yesudas to join Media Direction as COO

S Yesudas is back in the country and he has decided on destination next as well. He is all set to join RK Swamy’s media arm, Media Direction, as Chief Operating Officer. Yesudas will report to Praveen Tripathi, CEO, Media Direction, and will take up his new assignment next week. In his last assignment, he was Business Advisor, Initiative Worldwide, based in Jakarta.

Speaking on the appointment, Shekhar Swamy, President, RK Swamy/BBDO, said, “With Yesudas’ high energy levels and background, we thought he was best suited to take Media Direction to the next level.”

In regard to the creation of the new post of COO, he explained, “We needed somebody who was hands-on in the business. We thought the best way forward for Media Direction was to create an additional senior resource who can engage clients – both existing and prospective ones – more meaningfully.”

Yesudas sure is excited about his forthcoming task. “After my return from Jakarta, there were a few offers I was evaluating and there are two key reasons I held on to Media Direction – the client stickiness and the people stickiness. Given these factors, I saw Media Direction providing me with a solid base to build something on top of it. The agency has a lot of potential and I am looking forward to playing my role in strengthening it further,” he said.

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