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S Yesudas joins Media Direction as COO

By , agencyfaqs! | In Media Planning & Buying | February 14, 2006
The post of COO is a new addition in Media Direction, created with the vision of increasing senior management resources and better client engagement

S Yesudas, business advisor (director), Initiative, Jakarta, will join Media Direction & #BANNER1 & # as COO. He will report to Praveen Tripathy, CEO, Media Direction.

Speaking to agencyfaqs!, Shekhar Swamy, president, RK Swamy/BBDO, says, "This is a new designation that we have introduced in the media division with the objective of increasing senior management resources. This will also help in engaging clients in a better manner."

Yesudas, a mass communications graduate from Mumbai University, started his career with daCunha Communications in 1991. After serving the agency for two years, he moved to Karisma Advertising for a year. His next stint was with Grey, where he worked for nearly three years. He helped found Initiative in 1995. At Initiative, he became executive vice-president and was instrumental in launching three divisions, Media Futures, Digital Initiative and Aarena Advertising.

He took active part in the launch of the new agency, Insight, in 2003 and became the head of the agency's Mumbai operations. He moved to Nairobi in 2004 as regional director, Insight, East Africa. He also served as managing director of an organisation called Draft World for a year, after which he joined the board of Initiative, Jakarta, as business advisor (director).

During his career, Yesudas has worked on some powerful brands such as UTI, Bajaj Auto, Coca-Cola, Idea Cellular, Parle Agro, ICICI Prudential Life Insurance, Bajaj Electricals, Eveready and Tata Tea.

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