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Tejinder Singh joins Rediffusion DY&R’s newly formed Design Unit as creative head
Singh moves from Pogo, where he was working as design director
Tejinder Singh, design director, Pogo, has joined Rediffusion DY&R as creative head of the agency’s newly formed Design Unit.
Speaking to agencyfaqs!, an enthused Singh says, “In my view, traditional advertising focuses more on the copy than the design. Therefore, the brand tends to lose its identity. In Western countries, however, branding is treated as a separate discipline from advertising. Therefore, in order to combat this situation, we thought of creating a new cell that would provide design and identity to brands as per their requirement.”
The brand design cell of the agency kick-starts its operations with the appointment of Singh. While the ‘Design Unit’ will be a part of Rediffusion DY&R, the rest of its divisions, such as healthcare advertising (Sudler & Hennessey), direct marketing (Wunderman) and event and sports marketing (Showdiff Worldwide) will continue to be treated as separate companies.
Preet Bedi, president, Rediffusion DY&R, says, “In the recent past, there has been a tremendous surge in both Indian and MNC businesses and brands have been growing rapidly. To maintain separate visibility in such a cluttered environment, companies need a complete makeover and the look and feel of their identity needs to be evaluated over and over.”
Talking about the new unit, Bedi says, “Just like in advertising, we will have a separate creative and business head in this division as well. The business head is yet to come on board. We are pitching high for new businesses and should be able to record revenues to the tune of Rs 2.5 crore after completing a year of operation.”
For the record, Singh is a graduate from the National Institute of Fashion Technology (NIFT) and holds a Master’s degree in design from the Royal College of Arts, London. His first working assignment was with Wolff Olins, London, where he served for four years. After coming back to India, his first stint was with the Living Media Group, where he created the visual design for Aaj Tak. In the last couple of years, he has worked on design and creative assignments on diverse projects such as hotels, museums and real estate. He has also worked as a creative consultant, branding, at the Doha Asian Games 2006. His last stint was with Pogo.
© 2005 agencyfaqs!