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Sandip Tarkas quits Media Direction to join ADAE, Praveen Tripathi takes over

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Sandip Tarkas quits Media Direction to join ADAE, Praveen Tripathi takes over

Media Direction, the independent media arm of RK Swamy BBDO, has a new Chief Executive in veteran media and market research professional Praveen Tripathi. Tripathi takes over from Sandip Tarkas, who put in his papers as Chief Executive. Tarkas is joining Anil Dhirubhai Ambani Enterprises (ADAE) as Media Head.

The new appointment is in addition to Tripathi’s role with the group as CEO of Hansa Consulting Division. R K Swamy officials informed that the development was effective immediately.

Tripathi had joined Media Direction in December 2004, prior to which he was with Mediaedge:CIA as Managing Director.

Commenting on the decision to have a single head for both media and research functions, Srinivasan Swamy, CEO, R K Swamy BBDO, said, “We have been looking for a method to combine our immense strategic consulting services with our media offering. Bringing the two services under a common leadership is a logical step that will bring many benefits to our clients. We also believe that this will mean a better utilisation of our human resources, giving our people lot more opportunities for career development. We are very excited with this step as it can potentially unleash a lot of energy.”

Tripathi added to this, “I have worked with three other media groups in the past. In comparison, I find the Media Direction team to be rock solid and doing a fabulous job for their clients. It will be a real pleasure to be part of this successful team and to bring in more and more clients into its fold. I am really looking forward to this challenge.”

Meanwhile, Tarkas, who had begun his stint with Media Direction in mid-2004, is joining ADAE, where he will be involved with the media responsibilities of all ADAE verticals – Reliance Infocomm, Reliance Capital and Reliance Energy.

Prior to Media Direction, Tarkas was with the start-up, MPG, for four years after quitting Mindshare Fulcrum. A graduate from IIT, he began his career working as an engineer for ONGC. Thereafter, he completed a management course from IIM, Bangalore, before entering the fields of advertising and media.

Tarkas gained experience at Mudra and MindShare Fulcrum and headed implementation planning at JWT, representing it at the ATG Worldwide Group between 1998 and 2000. In 2000, he was appointed head of Fulcrum in India.


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