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Everest focuses on planning function, makes two key appointments

26-April-2006
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Everest focuses on planning function, makes two key appointments

Everest Brand Solutions (EBS) is in the process of adding more people power to its departments, given the new businesses the agency has bagged, in addition to further responsibilities coming from existing current clients. The agency has made two key appointments in the form of Dipti Malaviya, who joins as Planning Director, and Smita Chipalkatti, who has joined as a BAV analyst.

Malaviya, who has joined Everest’s Mumbai team, will be reporting to National Planning Head, Saurabh Mishra. In her capacity as Planning Director she will be handling a portfolio of brands, including Elder Pharma and Parlé, among others. Prior to joining Everest, Malaviya was with Lowe, where she was handling brands like Clinic Plus and Fair & Lovely, among others. An MBA from Mumbai University, Malaviya began her career with ORG-MARG.

Commenting on Malaviya’s appointment, Mahesh Chauhan, President, Everest, said, “Her background in both market research and planning will further enrich the quality of thinking in our strategic planning function. We have committed ourselves to providing the best strategic planning inputs to our clients. The endeavour is to make planning a ‘discipline’ right across the agency, rather than a ‘department’ in isolation. We see in Dipti a seasoned professional, who can become an evangelist for the Everest ‘planning discipline’, both internally and externally.”

A second addition to the planning team is Smita Chipalkatti, who has joined as a BAV analyst. BAV, or Brand Asset Valuator, is the definitive model for managing brands developed by Young & Rubicam. It is a diagnostic tool to measure brand health and a strategic tool to develop brand vision, making it perhaps the most powerful model available today to measure brand value.

Chipalkatti, who has a degree in Statistics followed by an MBA from Mumbai University, had earlier worked with Shoppers’ Stop, besides handling some projects for HLL.

“We had been looking for a BAV analyst for some time and with Smita on board, it seems the wait was worth it. BAV makes our planning product much more robust, giving it a competitive edge in the market. And it helps Everest and its clients truly leverage the advantage of being associated with a large global network like Young & Rubicam,” said Chauhan.

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