The fanfare over the Tata media pitch may have dimmed just a wee bit, but the exodus from The Media Edge (TME) does not seem to have abated. The latest to quit is Himani Kapadia, Associate Vice-president, who has put in her papers, and is presently serving her notice period. All attempts to reach out to her were in vain and her next destination remains unknown. Kapadia’s position was second to Divya Radhakrishnan, Head, Tata AOR.
Ripples on the human resource front have been a constant feature at TME since the beginning of 2004. Anand Vaidyanathan (Print Buying Head for Tata AOR) made an exit from the agency at around the same time as Shrivathsa Iyengar (erstwhile Media Group Head at TME) and Prasanth Kumar (Group Head, Media Buying). For all those who made an exit, there were new faces that came in. Erstwhile Initiative Media Vice-President Partho Ghosh joined TME around six months back. His arrival was followed by the entry of Madan Mohapatra (of Modi Lottery fame) as Media Director for television buying. Mukund Setlur with origin in Aaj Tak, Ahemdabad, joined in a position on a par with Mohapatra and was given the mandate of television buying for the Tata AOR.
If that’s the people landscape for you, there has been uncertainty on the account-front as well. While the IOC bulk came knocking on TME’s door, there’s Tata (a bulk of 26-odd companies) that threatened an exit. However, onlookers feel that TME may have a fair chance at retaining the account.