Jeffrey Crasto joins Chrome Design and Media

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | October 08, 2009
Crasto will also be associated with a sports marketing firm and provide consultancy to a regional channel on various issues

After spending more than nine years at the media agency, Jeffrey Crasto, president and chief buying officer, MPG has called it a day. He joined Havas Group's MPG in June 2000. He will be with the company for another week before moving on to other assignments.

Crasto has spent more than 28 years the media industry and now thinks that the direction the industry is taking is a road downhill. "Clients are demanding guarantee on CPRP (cost per rating point), which is something that an agency can't control," says Crasto, expressing why he feels that he no longer wants to be in the media buying space.

& #BANNER1 & #He has more than a couple of plans that he wishes to take up. He will team up with Chrome Design and Media, a media advisory and consultancy firm that started in January 2009. Chrome analyses distribution of a channel, among other things. It is a tool that comes in handy when understanding the dynamics of the marketplace.

Crasto will also provide consultancy to a sport marketing firm called YSM (Youth Sports Marketing). The company will organise an AC Milan youth football camp across 12 markets. The attempt is to reach out to the grassroots as well.

Other than this, he will also provide consultancy to a regional channel in the distribution, sales and marketing departments.

Crasto is surprised that despite clients demanding guarantee on CPRP, agencies continue to go on without batting an eyelash about it, even when it comes with a risk of paying a penalty should the agency not deliver on the promise.

However, Crasto says that he has received immense support from within the industry, which is very encouraging. "I'm excited about this new journey," he says.

Crasto started his career while in college at Creative Unit and graduated while working with the agency. Subsequently, he moved to Frank Simoes, where he worked on brands such as Raymond, Marico and the Taj Group of Hotels.

Later, he was with Contract Advertising for close to eight and a half years, and quit the agency as media director. He joined MPG as media director and rose to be the president and chief buying officer of the agency.