has been appointed to head communication planning for Mediaedge:cia as director. His mandate will be to understand client needs, decide on the appropriate communication channel and device a strategy to use the channel effectively. He will also pioneer a marketing and communications consultancy for the company throughout the country. Prior to joining Mediaedge:cia, Tatna worked as associate vice-president with SSC&B Lintas.
Commenting on Tatna's appointment, Shubha George, managing director, Mediaedge:cia, India, says, "Being one of the fastest growing media buying agencies with impressive wins in the last 12 months, Zubin will be intensifying our characteristic proposition of 'active engagement' with his expertise in the area of communication planning."
Tatna explains, "My new job will be an extension of what I have done in the past with respect to brand communication and planning. It's the interaction, the brain-storming and listening to diverse views which has made this business much easier and richer for me."
Tatna has over 13 years of experience in the field of advertising. He began his career with the financial division of Ogilvy & Mather and later moved on to Grey Worldwide (then Trikaya Grey) and Bates Enterprise (then Enterprise Nexus). While working with SSC&B Lintas, he headed several businesses, including Essar Oil, Hindustan Lever and the UB Group.
"Zubin (Tatna) is not from any traditional agency mould. He fits snugly into our criterion of effective communication development and management, which requires comprehensive creative thinking skills. We've searched hard to find someone of his calibre," says Thomas Nolsoee, regional director, Asia-Pacific, Mediaedge:cia.
Adding to this, Stephen Li, chief operating officer, Global Solutions, Asia-Pacific, Mediaedge:cia, says, "With respect to business growth and excellence in communications planning, India is one of Mediaedge:cia's key strategic markets. Zubin's brand planning skills further strengthen our perseverance to build upon the existing intellectual capital which eventually gives our clients an excessive advantage over their competition."
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