Ambika Sharma is COO, Jagran Solutions

Sharma will continue to lead the activations arm of Jagran Prakashan

Ambika Sharma, national head, Jagran Solutions has been promoted as chief operating officer. In her new role, which is not very different from her earlier role, she will continue to lead the activations arm of Jagran Prakashan.

Discussing a few concerns related to the business of activation, she says, "There is a need for a greater understanding of the potential of activations, the possibilities of its response and a demand for well planned, result oriented and consumer driven solutions.

"We have to accept that activation is not a rival to main line media but a complimenting partner and thus its space in the marketing mix must not only be accepted but respected. Only then it will make a faster transition from being a stop gap solution to a planned address of a brand's growth needs and objectives."

Sharma is an English (Hons.) graduate from Delhi University and has also completed post graduation in mass communication. She joined Jagran Solutions in 2005 - the year of inception of the activations arm - and has been instrumental in building the unit from scratch.

Earlier, she was associated with Encompass, an experiential marketing company under the WPP Group. She has also had stints at Kidstuff and Candid Marketing.

In 2008 and 2009, she represented India as a judge at the Promotional Marketing Awards of Asia (PMAA), which recognises promotion marketing excellence throughout Asia. Sharma was also conferred the Star Youth Achiever Award at Global Youth Marketing Forum 2010, which recognises commendable performances by individuals in the fields of marketing, advertising, public relations and branding, with focus on the youth.

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