Cheil appoints Atishi Pradhan as CSO

Pradhan joins from Mogae Media, which she joined in February 2012 as Chief Strategy Officer. Prior to that she spent over six years at Contract as Sr VP and Regional Planning Director - Delhi & South

BestMediaInfo Bureau | Delhi | December 2, 2013

Atishi Pradhan

Cheil Worldwide SW Asia today announced the appointment of well-known brand strategist, Atishi Pradhan, as Chief Strategy Officer. She will lead the Integrated Strategy function at Cheil, encompassing traditional, digital, retail and experiential divisions. She will also spearhead the agency's proprietary category/consumer knowledge initiatives and guide both current and potential clients on brand marketing strategies. In addition, she will play an active role in enhancing data analytics, research, insights and new capabilities for Cheil in the SW Region.

Pradhan joins from Mogae Media, which she joined in February 2012 as Chief Strategy Officer, where she devised strategies for brands, as also guided the analytics on the Airtel base. Aside of developing sales tools and new apertures, she keenly evangelised these new mediums with clients and agencies alike. She was also a member of the screening jury for MMA Smarties Awards for New York and India.

Hari Krishnan, COO, Cheil Worldwide SW Asia, said, “We are delighted to have Atishi on board to lead our integrated strategy function. As Cheil exponentially continues to grow business and capability, the need is to establish thought leadership. Atishi brings the much-needed mindset and experience for us to focus and succeed in this area. Her ability to create engaging, strategically-led ideas will be invaluable to Cheil."

Pradhan's experience of over two and a half decades encompasses a multitude of diverse categories ranging from FMCG to technology, education and health. It is her belief that strong 'business objectives' orientation for brands is the need of the hour which drives the ability to devise brand strategy rooted in long-term objectives, as well as immediate imperatives that arise from changing competition, changing consumers, changing technologies. For Pradhan, the challenge lies in finding creative solutions in unconventional starting points and across unconventional media.

Pradhan said, “I am really excited about working at Cheil. I believe there are many exciting opportunities ahead as it is an era where technology and new media are transforming everything around them. I am looking to bringing about transformations that drive brand solutions and create brand opportunities.”

Prior to Mogae, Pradhan spent over six years at Contract Advertising as Sr VP and Regional Planning Director - Delhi & South, where she created and consolidated a planning culture and also looked after planning for the South offices (Bangalore and Chennai).

Preceding Contract, Pradhan has held senior positions in account planning at JWT, been a stay-at-home mom and a guest faculty at IIM, Bangalore. A Physics Honours Graduate from St. Stephen's College, Delhi, she holds a PGDM from IIM, Ahmedabad.

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