Triton takes the business approach to planning

09 Oct,2012

By A Correspondent


Triton Communications has appointed Pankaj Arora as their National Planning Director, in a clear shift from the traditional approach, wherein a planning head has been a planner for the better part of his career if not all of it.


Reaffirming the move, Renton D’Sousa – CEO & National Creative Director, Triton Communications said “One of my key focus areas is to enhance resources in the knowledge domain to enable the best end product. In my view a planning head needs to have been a senior business head to provide business insights for effective brand solutions. All with the aim to provide the right inputs to the creative for an insight laden end product. We need to redefine planning as a line function that will strategize for brand business building. Pankaj’s vast experience on the business of advertising along with his flair for strategic initiatives is the right fit for my vision”.


Mr Arora has spent over two decades in advertising. He moves on to head planning from his current role of Executive Director- Triton Mumbai. Prior to joining Triton he has been with Lintas, Contract, Grey and Publicis.


On his new role Mr Arora said, “When I started out it was all about the USP. With changing times, it evolved to the SMP (single minded proposition). Today with product parity across categories and intangible differentiators dwindling by the day, it boils down to the insight based creative that can make or mend a brand. It is my firm belief that the core of every planning activity is the immersion of client, category and consumer. Planning models merely revolve around this fact. A good planner reads between the reams of data and researches. But a planner with a business experience can unearth the insight that will lead to an effective end product and benefit the client in the market place.”


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