Karthik Lakshminarayan to leverage his TV experience @ Crest

30 Nov,2011

By A Correspondent


Madison Media has roped in Karthik Lakshminarayan as COO of Crest to head the AOR of its ITC business. Mr Lakshminarayan has earlier worked with Madison and its homecoming for him. He has essentially been a media agency person, having spent close to 13 years on the agency side with Initiative Media, Starcom, besides Madison. He then crossed over to television where he spent close to four years with Colors and Food Food.


Talking about the edge he will have because of his television experience, he said, “Having worked closely with the leading channels and even on the production side, I think it has given me first-hand experience of working on the other side of the business. Media planners tend to look at the past data of the channel to predict future and I think having worked in channel has given me an insight to work this premise in a better and meaningful way. It will help in bringing that amount of difference and identify benefit for our clients.


“Also having worked on the production side has given me fair knowledge of how content can be integrated in a better way to bring a better value to the client,” added Mr Lakshminarayan.


For Crest, he will be alternating between the Bangalore and Kolkata operations of ITC. In his career, he has worked on a large and diverse portfolio of brands including Godrej, Cadbury, Marico, Asian Paints, Bharti Axa, Infosys, Britannia, Titan, Heinz, Pillsbury and Hallmark amongst many others.


On his role at Crest, Mr Lakshminarayan added, “Crest has been doing great work for ITC in the last one year and I am looking at further raising the bar of the work being done.”


Punitha Arumugam, Group CEO, Madison Media, commented, “I am delighted to have Karthik back with Madison Media. The best testament for Madison Media as an organization is when ex Madisonites as talented as Karthik are willing to accept and explore career opportunities with us once again. “

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