Superstar Business Solutions to help TBWA change

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | January 21, 2009
The aim of the project is to help the agency articulate its vision


India has signed on Superstar Business Solutions, which is led by Abhijit Pradhan, for a change management and vision alignment project. The three week project is already in the final stages of completion.

The aim of the project is to help the organisation arrive at a vision. Pradhan interacts with the top management through workshops and coaching. Even some of TBWA India's clients are a part of the workshops.

Talking about the project, Pradhan says, "The main aim of Superstar Business Solutions is to help agencies articulate their vision by building up a strategy and then executing it." He adds that although agencies have a vision, they rarely follow it. This is where an external person can be of great help because he brings in an outside perspective.

The changes will be incorporated first at the management level and then carried forward to the lower levels.

Shiv Sethuraman, chief executive officer, TBWA India, says, "I believe that any process of organisational change and growth requires genuine co-creation by the key stakeholders. No lasting and effective change was ever achieved exclusively through top-down mandates. In Abhijit and Superstar, I feel we have found the people who have a vision and a process that will benefit TBWA India enormously as we prepare for the next level of growth."

Superstar Business Solutions was started in October 2008 with the aim of helping advertising and media agencies find a vision at the top level.

Pradhan says that Superstar's USP is that after helping to create an insightful vision, it partners in the journey to help make it happen, instead of just submitting a report and leaving the task to the management.

Prior to starting his own venture, Pradhan was working with Mid-Day as director, sales and marketing. He was also with The Times of India (TOI) as head, magazine business, specifically Femina and Filmfare. Pradhan has nearly 16 years of experience in the advertising, media and marketing sectors.

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