Dentsu Aegis Networkâs dentsu X has roped in Arabinda Ghosh as Chief Strategy Officer. He will report to Roopam Garg, Chief Client Officer, dentsu X India and will be based in Delhi.
dentsu X is an integrated agency network combining communication and media planning services, content creation, technology, data and behavioural insights.
With a career spanning over two decades, Ghosh has a deep experience in research and planning. He has worked with big research firms in India such as the Kantar brands (IMRB, TNS, Millward Brown and Nielsen). Ghosh has been an integral team member at The Media Edge and subsequently Zenith Optimedia. Academically, he has done his masters of Statistics from Indian Statistical Institute.
Ghoshâs research and planning experience has helped him develop a strong acumen on consumer behaviour, mainly in the space of brand and communication. During his last tenure at Kantar, he was the key consultant to Coke and ABInBev for their branding and communication development strategy. He has also worked with British American Tobacco (BAT) globally, where he was instrumental in building relationship between BAT and Kantar. Ghosh has also guided clients on the effectiveness of cross media impact and how to harness and optimise the consumer journey to achieve the desired brand objectives.
Divya Karani, CEO, dentsu X India, said, âHaving worked with Ghosh on The Tata Group Media Mandate in the past, I am elated, once again to have him aboard, at dentsu X. In these intervening years, Ghosh has grown tremendously with his rich experience on BAT, Coke and other business. He brings immense value to the companyâs capabilities. We are increasingly bringing on board senior talent who can carry forward the learnings of seamless integrated consumer and brand interaction to bear on our clientsâ business.â
Ghosh said, âdentsu Xâs vision of âexperience over exposureâ encapsulates the future of the entire communication ecosystem in a pithy way. I look forward to both, being able to contribute and learn as we move forward.â