Ramesh Ramanathan, Ryan Menezes head for Mudra; Ramanathan appointed CCO

Barely a week after the news of creative duo Ramesh Ramanathan and Ryan Menezes moving out of Saatchi & Saatchi India broke on agencyfaqs!, the two senior creatives are on their way to join Mudra Communications. Ramanathan (who was national creative director at Saatchi India) is moving in as the chief creative officer of Mudra, while Menezes (who was previously senior creative director at Saatchi's Bangalore office) is set to join the agency as national creative director. Both appointments are with effect from May 1, 2004. Madhukar Kamath, managing director & CEO, Mudra Communications, confirmed the news of the twin developments to agencyfaqs! early this morning, saying, "Ramesh and Ryan are coming into Mudra, and a decision to this effect was taken on the evening of Friday last."

The confirmation puts an end to a round of speculation that was triggered off following Ramanathan and Menezes calling it quits at Saatchi India. In fact, the whole of last week, the grapevine had been buzzing at the prospect of the duo joining Mudra, but no official confirmation was forthcoming. The news also brings the curtains down on the long-standing speculation over who would eventually take charge of the chief creative officer's post at Mudra, following Kaushik Roy's appointment as head of marketing at Reliance Infocomm in mid-2003. Regulars at agencyfaqs! may recall that Roy had been appointed as Mudra's first CCO last June, but within a month, he had been seconded to Reliance Infocomm "for a major initiative". Less than month later, Roy assumed the office of head of marketing at Reliance Infocomm.

Kamath reveals that the search for a new national-level creative head began in right earnest immediately after Roy moved to Reliance Infocomm. "Kaushik was our first CCO, but he moved to Infocomm because he had a very good option before him," he says. "The moment Kaushik left, we were clear that we needed a replacement, as the chief creative officer's role is very much a part of my agenda for this agency." Kamath reveals that there were many "claimants" for the coveted post, but adds that the agency wanted someone who was "really good. I had two people in mind, one of them being Ramesh," he reveals.

Kamath admits that Mudra even employed the services of executive search firm Korn/Ferry to identify prospects. "We did an international search and met a few people," he says. "But finally Ramesh relented, he and Ryan quit, and things fell in place. The upshot is that we have a pair of extremely talented creative people coming on board. The agenda at Mudra is quantum growth, and with Ramesh and Ryan with us, we are ready for the next leap." The duo coming in is certain a welcome development for the agency. "Should they join us, our creative should benefit hugely, both in real and image terms," a staffer at Mudra had privately admitted last week during the height of speculation.

For his part, Ramanathan is looking forward to his new responsibility as CCO. "I will be spending a lot of time in Mumbai and Delhi," he says, adding that while his family will be based in Bangalore, he would be based out of "a Jet Airways lounge". For the record, Menezes will be based in Mumbai. Speaking about their decision to join Mudra, Ramanathan says, "The picture that Madhukar painted for Ryan and me was extremely attractive, as it allowed our partnership to do the kind of things that we have set out to do. Madhukar's brief to us is to produce great creative that works in the market as well as in the minds of people. Also, Mudra is a great agency and has quite a tradition - it was around when I took my first steps in advertising. It has some very good and talented people and teams in place, and my job would be to help them realize their potential." © 2004 agencyfaqs!