Adrian Mendonza bids farewell to Rediffusion DY&R

Adrian Mendonza, vice-president, creative, Rediffusion DY&R, Mumbai, has decided to end his nine-year association with the agency, choosing instead to go it on his own. Accordingly, Mendonza has launched an ad consultancy and production house called Water.

Confirming this development to agencyfaqs! and explaining the reason behind his move, Mendonza says, “I needed to move on and do my own thing. Water will allow me more freedom and greater flexibility in all I do.”

Mendonza says he will miss working with Rediffusion DY&R, particularly with Arun Nanda, its chairman and managing director. “I shared a great relationship with him and he will continue to be my mentor and guide,” he says.

“I will get to direct commercials at Water, which has been an area of interest for me since the past two-three years. It started while avidly watching the process by which my ad films were made. I wanted to pursue filmmaking in a bigger way, and that is how Water happened,” Mendonza adds.

After completing his Master’s in social work from St Xavier’s College, Ahmedabad, Mendonza started out as a social worker. He began his career in advertising as a copywriter at Mudra in 1988, where he spent two years. He moved on to The Edge Communications, where he worked on The Leela Group of Hotels. He then worked for Forefront Advertising on brands such as Kala Niketan and Mother’s Recipe (which fetched the ‘Campaign of The Year’ award at the Abbys in 1992).

After a year, he went on to associate himself with Contract for two years, where he worked on Phillips lighting and music systems. He finally moved to Rediffusion DY&R in 1996 and he has worked there on brands such as Colgate, Airtel, Indian Oil, Hindustan Petroleum, Eveready, BPL and Citibank.

© 2005 agencyfaqs!