Asheesh Malhotra has parted ways with advertising for a career shift. He leaves his role as President at Bates CHI & Partners to join GolinOpinion, the PR division of PointNine Lintas, as Executive Director. This marks a significant shift for Malhotra, who’s spent his entire career in creative agencies, as he ventures into the landscape of PR. At GolinOpinion, he will lead the strategic planning function and oversee the agency’s social media centre-of-excellence, the Bridge.
Responsible for a national mandate, Malhotra has joined GolinOpinion with immediate effect and will be based in Mumbai.
Commenting on his appointment, Vikas Mehta, CEO, PointNine Lintas, said, “Convergence of marketing disciplines is here to stay. An omni-channel marketing plan today is incomplete without elements like advocacy and conversations. To stay relevant, PR firms need brand practitioners in addition to PR experts. Asheesh has built blue-chip brands while working with India’s two most respected agencies, Lowe Lintas and Ogilvy. We’re delighted to have him back in the Lintas family and look forward to his contribution in further strengthening PointNine Lintas’ PR service-stack.”
Malhotra joins GolinOpinion from the Ogilvy group where he was President, Bates CHI&Partners heading their Mumbai and Delhi offices. He was earlier a unit head looking after a large Unilever portfolio as well heading a global hub for Castrol and BP at Ogilvy. A new business junkie, he was also leading the growth agenda for Bates. Prior to that, he spent fruitful eight years in the Mumbai office of Lowe Lintas, leading the ICICI Prudential and J&J businesses.
As Executive Director, Malhotra will report to Ameer Ismail, President, GoinOpinion & Chief Growth Officer, PointNine Lintas. Welcoming Malhotra to the agency, Ismail said, “We have a vision to redefine PR. I am delighted that a senior professional, strategist and well-respected leader who has worn many hats in advertising is going to lead this audacious vision. As a part of this goal, his experience in defining milestone campaigns for brands will further the kind of bold work do for our clients. His experience in planning equips him to lead and build out our Explorer community. I am excited to have him on board.”
Speaking about his new role and his change of heart from the world of advertising to PR, Malhotra said, “The sands of the communications industry have been constantly shifting. Credibility of brands, people and institutions is being challenged every day. In this thin-skinned world, PR holds a huge responsibility of being both a shield and the statesman that shapes conversations, communities and culture. The ecosystem of PR is hurtling towards a change too: From a mere press relations role, PR has to lead a deeper engagement with the society and its stakeholders. I intend to bring my experience and insights on consumers and brands and integrate them with the PR mandate. This is in fact, a great opportunity to reshape the PR industry through a credible, measurable and effective model of engagement. GolinOpinion is at the forefront of this change and has been constantly investing in the tools that help brands and institutions cope with the new age of PR. This made my resolve to be part of this journey, even stronger."