Triton names non-planner Pankaj Arora as National Planning Head

The appointment is a shift from the traditional approach where a planning head has been a planner for the better part of his career. Arora was ED at the gency

BestMediaInfo Bureau | Delhi | October 9, 2012

Pankaj Arora

Triton Communications has appointed Pankaj Arora as National Planning Director. The appointment is a shift from the traditional approach where a planning head has been a planner for the better part of his career, if not all of it.

Renton D'Sousa, CEO and National Creative Director, Triton, said “One of my key focus areas is to enhance resources in the knowledge domain to enable the best end product. In my view a planning head needs to have been a senior business head to provide business insights for effective brand solutions. We need to redefine planning as a line function that will strategise for brand business building. Pankaj's vast experience in the business of advertising along with his flair for strategic initiatives is the right fit for my vision.”

Arora has spent over two decades in advertising. He moves to head planning from his current role of Executive Director, Triton Mumbai. Prior to joining Triton he has been with Lintas, Contract, Grey and Publicis.

Arora said about his new role, “When I started out it was all about USP. With changing times, it evolved to SMP (single-minded proposition). Today, with product parity across categories and intangible differentiators dwindling by the day, it boils down to insight based creative that can make or mend a brand. It is my firm belief that the core of every planning activity is the immersion of client, category and consumer. Planning models merely revolve around this fact. A good planner reads between the reams of data and researches. But a planner with a business experience can unearth the insight that will lead to an effective end product and benefit the client in the marketplace.”

Over its two decades of operations, Triton has enjoyed a successful run in partnering their clients in launching, building and nurturing them across diverse categories. Whether it is dislodging the iconic Iodex to make way for Moov, or taking on the combined might of ITC, Cargill and Marico to make Fortune cooking oil the most preferred for India palates, Triton prides itself on being an Indian agency that has decoded the creative landscape of Indian on a continuous basis.

An engineer by education, Arora started his career on a shop floor followed by a sales stint in office automation. It was only a matter of time before he was “seduced by the big bad world of advertising”.

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