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Sanjay Yashroy joins Posterscope as President and S. Dharmarajan as COO, West & South

Sanjay Yashroy joins Posterscope as President and S. Dharmarajan as COO, West & South

Author | Pritie S Jadhav | Friday, May 05,2006 6:33 AM

Sanjay Yashroy joins Posterscope as President and S. Dharmarajan as COO, West & South

Posterscope, the independent outdoor specialist agency from the Aegis Group, has a new head in Sanjay Yashroy. Yashroy has joined the Percept Group’s Posterscope as President. He fills in the void created with the departure of former CEO, Jignesh Sharma, in February this year.

Yashroy has previously worked with STAR India as Vice-President, Strategic Planning & Business Development, in the Distribution Division. His last assignment was with Encorp E-Services Ltd, which is a pioneer in the digital media and online gaming space in India, as CEO.

Another new addition to the top management of Posterscope is S. Dharmarajan, who has joined as Chief Operating Officer - West & South. Prior to joining Percept, Dharmarajan was working with Mindshare Fulcrum (GroupM) as Logistics Director and was in-charge of implementation of all media plans.

Speaking about his new profile, Yashroy said, “The first thing is that OOH media in India is grossly underdeveloped and fragmented. Thus, the challenge for the industry is that it has to become more organised and coordinated so as to offer more value to the clients. Consolidation is something that will be very important. The interesting aspect from the industry’s point of view is that the entire OOH fraternity will have to be more accountable for its client’s spends. Though there are true measurement systems available in mainline media, the OOH industry in this respect is grossly underserved and this will be the industry’s next level of challenge.”

“At the Posterscope level, these are exciting times for us. Just last year, Posterscope picked up a 51 per cent stake in Percept OOH, and we have to now take it to the next level while riding the digital and retail bandwagon. The aim will be to build revenue streams away from the traditional OOH media and be as innovative as possible. We have to rise above the clutter of OOH agencies,” Yashroy added.

Percept OOH was established in 2003. The Aegis Group had commenced discussions with Percept the same year to acquire a stake in the company and the development fructified in 2004. Given the international presence of the Posterscope brand name, both parties agreed to use the Posterscope name to develop their outdoor activities in India.

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