Ex-Initiative Media hand Partha Ghosh joins The Media Edge

Partha Ghosh, who was AVP at Initiative Media, has moved to The Media Edge (TME), as vice-president. Ghosh, who has spent 16 years in media, joined TME on October 16, and has the mandate of handling a clutch of aggressive brands including Colgate Palmolive, Parle Products and the Tata group.

Confirming the development, Divya Gupta, chief operating officer, TME India, reiterates that Ghosh's strategic planning and research skills will be harnessed, even as he looks after operations at the agency. "Our goal at The Media Edge has always been to understand and anticipate the dynamics of communication through superior knowledge, insights and expertise. Partha, as part of the management team, will definitely aid in this process," she says.

Ghosh's appointment comes in the wake of the exit of Sujit D'Souza, TME's Delhi head, who moved on to start an independent agency called LemonTree. Earlier, Divya Radhakrishnan had joined TME, Mumbai from Optimedia, to head the Tata AOR. She had replaced LS Krishnan who was vice-president at the agency.

For Ghosh, TME, is his third stopover after Contract and the Lowe group (formerly Lintas), where he spent more than 12 years, beginning with the group's erstwhile second agency, Karishma, followed by a stint with the media wing of Lintas before moving on to Initiative Media in late 1994.

An alumnus of the Institute of Social Welfare and Business Management, Kolkata, Ghosh has worked on a wide of range of brands including those of HLL, J&J, Reckitt Benckiser, Bajaj Auto and HSBC.

Apart from a firm grounding in planning and buying, Ghosh is known for his research abilities, having been the vice-chairperson of the technical sub-committee of the IRS, responsible for the supplements and sections study released recently in Mumbai.

According to Gupta, Ghosh has the ability to add value through "strategic insights" and should be a key asset to the organisation. © 2003 agencyfaqs!