At Cheil, Pradhan will lead the integrated strategy function, encompassing traditional, digital, retail and experiential divisions. She will also spearhead the agency's proprietary category/consumer knowledge initiatives and guide both current and potential clients on brand marketing strategies.
She will also play an active role in enhancing data analytics, research, insights and new capabilities for Cheil in the region, the company statement read.
Hari Krishnan, chief operating officer, Cheil Worldwide SW Asia, says, "We are delighted to have Atishi on board to lead our integrated strategy function. As Cheil exponentially continues to grow business and capability, the need is to establish thought leadership. Atishi brings the much-needed mindset and experience for us to focus and succeed in this area. Her ability to create engaging, strategically-led ideas will be invaluable to Cheil."
Talking about her new role, Pradhan adds, "I am really excited about working at Cheil. I believe there are many exciting opportunities ahead as it is an era where technology and new media are transforming everything around them. I look to bring about transformations that drive brand solutions and create brand opportunities."
Pradhan brings to the table over two and a half decades of experience in diverse categories ranging from FMCG to technology, education and health. She comes with a rich understanding of consumers - their drives, their response to communication and media, and their relationship with brands.
Before joining Mogae Media, she spent over six years at Contract Advertising as senior vice-president and regional planning director, Delhi and South, where she created and consolidated a planning culture and also looked after planning for the South offices (Bengaluru and Chennai).
Preceding this, Pradhan has held senior positions in account planning at JWT, and been a guest faculty at IIM, Bengaluru. A Physics Honours Graduate from St. Stephen's College, Delhi, she holds a PGDM from IIM, Ahmedabad.