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Vineet Gupta to strengthen digital creativity at 22 Feet

By Savia Jane Pinto , afaqs!, Mumbai | In Digital | January 05, 2010
The digital agency now has four managing partners

22 Feet, the digital agency that started early last year, has welcomed Vineet Gupta as managing partner, adding another name to its core team. Gupta, who joined the agency in the New Year, will be based in Bengaluru. Earlier, Gupta was the head of the trade marketing initiative of Microsoft Advertising

22 Feet was started by Brijesh Jacob, Deepak Nair and Vinod Moolacherry, who are managing partners, too.

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Jacob says that 22 Feet wanted someone who can understand the medium intrinsically. With Gupta's background and experience at Microsoft, there's a lot that 22 Feet is looking forward to.

"Vineet and his thoughts match a lot with what we have in mind for 22 Feet," shares Jacob. Despite the gloomy economic scenario, 22 Feet managed a fairly decent performance in 2009. The new entrant in the digital space has worked for Geodesic, Fox Star Studios and many other projects. 22 Feet was responsible for the digital buzz created around the movie Quick Gun Murugan.

Gupta spent four year with Microsoft Advertising before moving to 22 Feet. Earlier, he handled marketing for STAR TV's English channels (STAR Movies and STAR World). He joined the STAR Network in 2003, when Radio City was a part of the network, and handled the sales for the radio station. His stint at STAR lasted for nearly three and a half years.

In terms of digital creativity, India does not have many campaigns to boast about compared to other international markets. Gupta says, "We haven't seen the use of digital creativity in India to its full potential yet." He adds that the digital medium is much more than a response or lead generation mechanism.

Jacob adds, "There is nothing that cannot be done through this medium. All can be brought alive online."