afaqs!

Preeti Mascarenhas new CSO of Allied Media

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | October 23, 2008
Mascarenhas was earlier business director, strategy and insights division, Mindshare India

Allied & #BANNER1 & # Media, the media planning, evaluation and buying arm of Percept Ltd, has brought Preeti Mascarenhas on board as chief strategy officer. Mascarenhas was earlier business director, strategy and insights division, Mindshare India. She will report to Shripad Kulkarni, chief operating officer, Allied Media.

Preeti Mascarenhas

Shripad Kulkarni
Mascarenhas has more than a decade's experience in the industry. She has worked with companies such as ORG MARG, AC Nielsen, TAM Media Research and Carat Media Services. Over the years, she has worked on brands such as STAR Plus, Godrej, Philips and Ujala. She has also presented and published research papers at national and international conferences.

Kulkarni tells afaqs!, "Preeti has worked at various agencies and, hence, has 360 degree work experience. She has also written an international paper. She has the best work background and has worked on a number of major brands."

Mascarenhas will be responsible for all the aspects of the media business, including business development and strategy planning for clients, developing new media tools, and media buying and planning.

Talking to afaqs!, Mascarenhas says, "Allied Media offers a wide canvas, where many planning exercises can be done and many integrated services can be provided. I also have a bigger portfolio here and I will incorporate the 360 degree function in the current plans. My work is to give direction to the brand, the consumers and the agency."

For the record, there has been another recent appointment at Percept. Rajan Vahi has joined Percept Picture Co., the movie division of Percept Ltd, as chief operating officer for animation.