GroupMâs global data and measurement-driven media agency Essence has appointed Atrayee Chakraborty as Vice President, Integrated Media Planning in India. She will work closely with Anand Chakravarthy, Managing Director, India at Essence.
Based in Mumbai, Chakraborty will lead the integrated media planning practice across all channels for Essenceâs clients in India. With a belief in people-centric channel strategy and data-driven audience planning, she aims to facilitate an even stronger collaborative working culture between media and other practices in the agency to deliver seamless brand solutions. With almost two decades of experience, Atrayee was most recently Regional Head of Media for APAC at WPPâs Red Fuse Communications.
âAs digital and technology are fast becoming integral parts of peopleâs ecosystem, there is a need to break down siloed structures and bridge both digital and analogue realms using a data-driven approach. Coming back to India and its complex and dynamic media environment, I look forward to being part of Essence, which is an exceptionally future-focused agency," said Chakraborty.
Anand Chakravarthy said, âAtrayee is a passionate leader with high integrity and a proven ability to envision and deliver successful outcomes in a challenging environment. Her rich experience, both in India and internationally, puts her in good stead to lead our integrated media planning practice. Atrayee is a wonderful asset to both Essence and our clients, as we continue to build on our strong foundation and enhance our capabilities.â
This move follows the appointment of Oindrila Roy as Head of Strategy and Rahul Marwaha as Vice President, Digital Media Activation in India earlier this year. These additions to Essenceâs India leadership team strengthen the agencyâs skills and capabilities in line with its product vision and business development plans.