Dnyanada Chaudhari: COO – Pinnacle, a Unit of Madison World

06 Aug,2012

(Experience: 16 years)

Dnyanada Chaudhari has 16 years of work experience in the media and marketing industry with expertise across strategic planning, buying, P&L and media management with the finest financial and FMCG companies. She is currently COO at Pinnacle, a unit of Madison World where she leads the Cadbury Kraft AOR to enable brands to grow profitably and competitively.


Dnyanada started her career at Lodestar where she was responsible for leading cutting-edge media planning and buying. As a media planner, she led several strategic initiatives looking beyond traditional methods of measuring media deliverables. Some of the tools she created were exported to FCB Asia Pacific countries and put Lodestar Media on the world map as an intellectual hub.


At ICICI Prudential, as the first media manager in the finance industry inIndia, Dnyanada set up the media function and processes to drive media effectiveness. She helped drive business growth by improving lead generation to ten-fold using a combination of media alliances and technology.


At Marico, Dnyanada worked closely with marketing and agency teams to develop game changing strategies on new product launches and thought leadership to drive category growth. The team successfully launched Parachute Therapie with a media approach based on consumer insights with a first of its kind non-TV launch in the FMCG segment. For the first time, Parachute Advansed featured amongst the 50 buzziest brands amongst 5 personal care master brands. She encouraged brand teams to create innovations at Marico, which won many industry accolades such as Emmies and Yahoo! Big Idea Chair.


At Hindustan Unilever Ltd as Head-Media Services, Dnyanada drove ROI and competitive advantage forIndia’s largest advertiser. She was chosen by the ISA (Indian Society of Advertisers) to actively lead their media agenda and also inaugurated the knowledge series for advertisers. She was Managing Director – West & South at ZenithOptimedia where she achieved profitable revenue growth with a makeover for the Mumbai office through team collaboration, improvising processes and new business development.


As to why she chose media planning & buying as her profession of choice, Dnyanada said: “After specialising in marketing, I was one of very few people keen on a career in advertising. And I must confess I didn’t choose a career in media to begin with. When I started as a management trainee at FCB-Ulka, Shashi Sinha was convinced that a role in media was most suited for me. I was a bit sceptical, so he offered me the job on a 6 month trial with the option to take on another role, if I didn’t like it. It’s been 16 years, with no regrets. Looking back, what has kept me going is simply working with some of the best minds in the industry. All through my journey in the media profession, I have had the privilege of working on marquee brands and with exceptionally talented people who have shaped my thinking.”



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