Shalini Dam, creative director, Contract moves to G3 Communications

Shalini Dam, creative director, Contract Advertising, has put in her papers. Dam joins G3 Communications, the second agency of Grey Global Group as the creative head.

Confirming the development, Dam says, "Contract is a wonderful agency. Yet, when I got a call from Grey, the opportunity sounded too good to miss out." For Dam, it was an opportunity to head the creative department and most importantly 'get-to-do-your-own thing'.

Surely an offer such as this would be exciting, where one has a freehand to literally shape the creative product of the agency. By the way, Dam was part of the creative team that created the 'Hungry Kya?' tag line of Domino's. Among the other brands that Dam has worked on include Revlon's Street Wear, Hindustan Times and Samsung.

"G3 Communications is an interesting agency, we just have to work towards making it a rocking agency," explains Dam, as she talks about her brief. "The agency aims for a 'good reputation' by creating a strong relationship between the servicing and creative," Dam mentions in the course of the telephonic interview.

While also emphasising on the need for a synergy between the creative and the servicing, Prathap Suthan, national creative director, Grey Worldwide, focused on the larger objective of making G3 Communications the hub of effective advertising. "That is what matters, ultimately. While an agency may have won awards done for brands with negligible visibility, how is that communication effective? So the idea is to produce work that impacts the consumer."

Going to G3 Communications is in a way like home-coming for Dam. Before Dam moved to Contract six months ago, as the CD, she was at Grey Worldwide as the creative director for four years. Dam launched her career in advertising in the year 1993. Everest Integrated Communications was her first agency. Besides, Grey and Contract, Dam has worked in Leo Burnett as well.

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