Vivek Sengupta, President, IPAN

PR can always play a concrete role in communications solutions for brands whether it is 360 degree or as a part of integrated communications. That’s a matter of description, but PR can provide a very tangible, a very credible, and a very useful input into the overall communications solution for any brand/company.

e4m by exchange4media Staff
Published: Feb 27, 2006 12:00 AM  | 9 min read
Vivek Sengupta, President, IPAN

PR can always play a concrete role in communications solutions for brands whether it is 360 degree or as a part of integrated communications. That’s a matter of description, but PR can provide a very tangible, a very credible, and a very useful input into the overall communications solution for any brand/company.

Vivek Sengupta, who is at the helm of IPAN, has a 27-year association with the communications business, including corporate communications, management consulting, public relations, public diplomacy, print journalism, electronic media and teaching communications at the university level. His skill set traverses strategic communications, crisis communications, advocacy, media relations, media analysis, information management and dissemination, news writing, news editing and political and business environment analysis.

Sengupta shifted to public relations after a 15-year stint in print and broadcast journalism. He has worked for several well-known publications including The Telegraph, where he was editor in-charge of the editorial, oped and book review pages.

Having done his Masters in Communication and International Relations from the USA, Sengupta has been associated with IPAN for the past 11 years, having held positions like Director-Media Services, General Manager and Vice-President. He has counselled well-known Indian and multinational organizations like Goldman Sachs, Cisco Systems, Hindustan Lever, NIIT, Escorts Group and ABCL (Amitabh Bachchan Corporation Ltd.).

In conversation with Sumita Patra of exchange4media, he shares his views on the PR and communications industry. Excerpts:

Q. Today, PR firms are dime a dozen. How does IPAN ensure that there is differentiation with other PR outfits?

We believe that our heritage, our expertise, our approach, the range of services we offer, our infrastructure, which means our network, reach and technological infrastructure, cumulatively give us a distinctive edge.

Q. Does it help being a part of the JWT fold?

Yes, of course, it helps being a part of JWT.

Q. How organized is the PR industry today? Where do you see this industry panning out in the years to come?

The impression that I get is that the number of players is quite large-- from single man or single woman operations to large outfits that have staff strengths in triple digits. I suppose everybody will find their place in the sun.

Q. Has the Internet changed the way PR agencies work?

Yes, it has! One, in terms of the infrastructure that the Internet provides and, two, it has become yet another means of communication. Every new means of communication gives you one more avenue to explore.

Q. IPAN is among the first public relations agencies to come up in India. What are the core values of IPAN?

Fundamentally, IPAN is an information-driven company. Our approach to public relations is information-driven rather than contact-led, which means that we leverage information to the client’s strategic advantage. This does not mean that we do not value relationships; we believe in relationships and we nurture relationships. But essentially and fundamentally, we marshal facts and information in such a manner that we are able to make a compelling case on behalf of a client. That’s our approach to public relations and public affairs.

Q. How?

Well, it is always good to be part of a larger organization. JWT is one of the largest advertising agencies in the world and, in India; it is the largest communications conglomerate, with interests in advertising, market research, public relations and so on. In business terms also, it helps in terms of referrals and so forth, although we function autonomously.

Q. Is there a concrete role that PR agencies can play in 360 degree solutions for brands?

PR can always play a concrete role in communications solutions for brands whether it is 360 degree or as a part of integrated communications. That’s a matter of description, but PR can provide a very tangible, a very credible, and a very useful input into the overall communications solution for any brand/company.

Q. What, according to you, are essential qualities of a good PR professional?

Well a PR professional certainly should be like a journalist, a renaissance person. PR is too serious a business to be left to PR professionals, just as war is too serious a business to be left to generals. As with journalism, so with PR: communications specialists with multiple dimensions can add enormous value. In journalism, you have to be interested in and knowledgeable about different areas, different industries, different disciplines. Likewise, in PR, we are constantly dealing with companies that are in different industries, or within the same industry, whose approaches are different, whose product lines are different, whose markets are different. We have to constantly apply ourselves to the requirements of our individual clients in our diverse client base.

The other requirement for a good PR professional is much like the requirement for a good lawyer. What does a good advocate do? He figures out that this is the line I have to take. In order to take this line, I have to find facts and arguments, which will help me, make a compelling case so that the judge is persuaded to decide in my client’s favour. Likewise, we have to take facts, information and arguments in order to make a compelling case on behalf of our client, so that the audience, whether it is a journalist or whether it is somebody else in the public domain who we are trying to reach out to, sees merit in that case

Q. What factors do you take into account before deciding the communication strategy for a client?

Well, the number one factor is the business objective of the client. Thereafter, the communication programme has to be designed in a way that it furthers that business objective. The other factors would depend on the circumstances of each company, brand or particular case.

Q. Who are your major clients? Do you have specialized teams to handle specific domains?

Some of our leading clients include HLL, Kingfisher Airlines, Swaatch Group, ESPN, Berger Paints, Philips, Aviva Life Insurance, Castrol, Continental Airlines, Lucent Technologies, monsterindia.com, Goldman Sachs, CRY, ITC, Oxford Bookstore, among others.

We don’t have specialized teams to handle specific domains, but yes, there are executives who may be specializing in certain kinds of clientele. There may be some executives who do better with finance industry clients. There may be others who do better with FMCG clients. There are some who specialize in say media relations; there are some who specialize in crisis communications. So, when we create servicing teams for our clients, we pick people who we believe would be more appropriate or more suited for the requirements of that particular client.

Q. How do you distinguish the role of PR and advertising? Do you think PR plays a secondary role in the entire communication process of a client or a brand?

To put it bluntly, advertising is paid communications, PR is unpaid communications. Advertising is what you claim about yourself, PR is what others see about you. The communications programme of a particular brand or company would depend on its own peculiar and distinctive needs. A company may require only advertising for its communications needs. Another may require or prefer to do only public relations to build a brand or build its own reputation. A third may want to do a combination of both. So, it is the people handling the communications with respective brands/companies who have to take the call as to what kind of mix they will have. I don’t think it is fair to say that the one is more important than the other, each has its own role to play.

Q. Tell us something about IPAN’s Resource Centre.

The Resource Centre is the back office, as it were, of IPAN. At one level, it looks after the collection, processing, storage and dissemination of information -- for ourselves as well as our clients. At another level, it adds value to that information and produces secondary material -- again for ourselves as well as our clients. Information in the public domain is the wherewithal of the Resource Centre.

Q. On a broader platform, what are the concerns facing the PR industry today?

The challenge is to get more and more corporates to see value in information driven PR. If they see value they will pay for that service.

Q. How do you see the growth of this industry in the next few years?

I think the PR industry has a very bright future, and it will grow. With the economy and consequently markets growing, there is a definite need for the kind of service that this industry provides, especially in a competitive environment where everybody is vying for the attention of audiences of different kinds.

Q. Having seen both the professions from a senior level, how do you see the two being intrinsically different?

They are akin to each other, different aspects of the same communications business. When you come down to the basics, I don’t see a lot of difference between the two. Look at it this way, you are writing a report and I am writing a news release which I will issue on behalf of my client. The only difference between the two would be that I have to think of my PR audience when I prepare my news release and you have to think of your audience, your readers, when you write your news report. As a writer of a news release and as a writer of a news report, we are really playing with information and playing with words. We are both wordsmiths and purveyors of information.

Q. On a personal front, you had a successful career in journalism before you shifted to PR. What made you switch your profession?

I have always regarded myself as someone who is in the information business. Journalism is but one aspect of that information business. PR/Public Affairs is another aspect. I have tried to explain, earlier on in the course of our chat, how much similarity there is between the two professions. They are the obverse and reverse of the same coin. I have been an editorial writer for many years for a leading newspaper. When you write an editorial, you make a compelling case in 450-600 words for a particular point of view. As a PR practitioner, what I do is not any different. I am making a compelling case for a point of view. I pick up arguments, I pick up information and then I say this is what it should be.

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Surabhi Patodia of Ola joins Practo as Head of Communications

Patodia served over three years at Ola as Senior Manager, Corporate Communications & PR

e4m by Ruhail Amin
Published: Feb 8, 2019 8:20 AM  | 1 min read
Patodia

Surabhi Patodia, former Senior Manager, Corporate Communications & PR at Ola has joined healthcare platform Practo as Head of Communications.

Patodia started her career in Communications with Adfactors PR, where she helped companies going to IPO with their communication plans. She then went on to be a part of Text100, India's premier Technology PR agency, where she worked with brands like Lenovo, Tata Power Solar, to name a few. She joined Ola in 2016, and was instrumental in building a strong narrative for the brand, across India and International markets.

Patodia holds PG Diploma in Public Relations & Corporate Communications from the Xavier’s Institute of Mass Communications, Mumbai and Bachelors in Business Administration from BIT, Mesra.

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IndiGo appoints Chhavi Leekha as Director, Corporate Communications & Brand Reputation

Prior to this role, Leekha worked with Nokia India as Head of Marketing and Communications

e4m by Ruhail Amin
Published: Jan 29, 2019 8:08 AM  | 1 min read
Leekha

IndiGo airlines, part of InterGlobe Aviation Ltd, has appointed Chhavi Leekha as Director Corporate Communications and Brand Reputation. Prior to this role, she worked with Nokia India as Head of Marketing and Communications. Her role included setting the direction and leading Nokia's marketing strategy, demand generations, brand strategy, event management, advertising, external/internal communications, corporate affairs &CSR.

Leekha has also worked with Uber India as Consulting Director of Communications and also served a stint at Spice Global as Group President, Brand and Corporate Communications.

Leekha has completed her MBA from the prestigious Narsee Monjee Institue of Management Studies and BA from Shri Ram College of Commerce.

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Aditya Birla Group appoints Sandeep Gurumurthi as Head of Corporate Comm. and Brand

Gurumurthi who was part of the core team that launched ET NOW stepped down from his role as Managing Editor in August 2018

e4m by Ruhail Amin
Published: Jan 22, 2019 7:45 AM  | 1 min read
SandeepGurumurthi

Aditya Birla Group has appointed former ET Now Managing Editor Sandeep Gurumurthi as Head of Corporate Communications and Brand.

Gurumurthi who was part of the core team that launched ET Now stepped down from his role as Managing Editor in August 2018.

He was associated with the channel since inception and besides anchoring breaking news and other special shows, he hosted ET Now's flagship debate show India Development Debate weeknights at 9 pm. 

Gurumurthi began his career with national broadcaster DD News, and prior to joining ET Now, he was associated with CNBC TV18,

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Yaap appoints Deepak Singh as Chief Creative Officer

Singh is one of the most awarded creative talents in the country and has won over 1000 national and international awards

e4m by exchange4media Staff
Published: Nov 1, 2018 1:30 PM  | 2 min read
DeepakSinghYaap

Rainmaker Ventures-backed Yaap, the digital advertising agency has appointed Deepak Singh as their Chief Creative Officer. Deepak will be based in the Mumbai office and will oversee all creative functions across the Yaap network in Mumbai, Gurugram, Hyderabad, Shillong, Dubai, Singapore & Jakarta.  He will report directly to the Board of Directors at Yaap. 

Singh is one of the most awarded creative talents in the country and has won over 1000 national and international awards at Cannes, One Show, LIA, New York Festival, Goafest, Adfest, Spikes Asia, Young Guns and more. He has also been on the jury of some of these prestigious festivals and led creative teams across agencies including Leo Burnett, Grey Worldwide, McCann Erickson, DDB Mudra, TBWA, Dentsu and The Social Street. 

For the past 3 consecutive years, Singh has led a young team from The Social Street, which has gone on to give an exhilarating performance. He has been instrumental in securing the Creative Agency of the year title for the agency, several times during 2018. 

Commenting on his new role, he added, “Saying yes to Yaap was actually not a very tough decision to make for me. Right from the time we first met, Atul had a clear picture of why he wanted to hire me. I am glad he has chalked out a much bigger role for me. Being a young and vibrant company with expertise in Digital Content, Design and Influencer Marketing, Yaap I believe will be a great learning experience for me. I’m raring to go “

Atul Hegde, co-founder Rainmaker Ventures added “Deepak is a welcome addition to the array of Partners we have at Yaap, which has a unique non CEO model, our aim as investors, is to ensure that we are able to attract the best & brightest of talent into the senior management pool at Yap. Within a short span of fewer than 3 Years, Yaap has grown into 70+ people across 7 offices in South East Asia, India & the Middle East and it was the right time for us to bring in a Senior Creative talent. I wish Deepak all the very best and I’m sure he will be a great asset to Yaap. “

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Leo Burnett India promotes Rakesh Hinduja to COO, West

He has been leading the operations of Leo Burnett’s head office in Mumbai as the Executive Director and Branch Head

e4m by exchange4media Staff
Published: Nov 1, 2018 9:06 AM  | 3 min read
RakeshHinduja

Leo Burnett has announced the promotion of Rakesh Hinduja to Chief Operating Officer, West. He will continue to report to Dheeraj Sinha, Managing Director, India and Chief Strategy Officer, South Asia and Rajdeepak Das, Managing Director, India and Chief Creative Officer, South Asia.

Hinduja has been leading the operations of Leo Burnett’s head office in Mumbai as the Executive Director and Branch Head.

Speaking about the elevation, Dheeraj Sinha said, “Rakesh is the perfect role model for the new-age agency we are building. His leadership on all the three parameters of People, Product and Profit has been stellar. Under his watch, we have consistently seen spectacular work that has won our brands market-share, and glory at platforms such as Cannes Lions, Spikes and Effies. He has delivered high-quality growth for the Mumbai office, leading the teams to win a new business almost every two weeks. The momentum and buzz at Leo Burnett Mumbai are palpable. Rakesh has been an amazing team player, helping push the Publicis Groupe’s Power of One agenda. Leo Burnett Mumbai’s contribution to our services such as Prodigious has helped Prodigious to become the number one ‘agency production house’ in the country within a span of two years. More than anything else, Rakesh has a never-say-die attitude and he always plays the game with a sense of camaraderie that we really value at Leo Burnett.”

In his new role, Hinduja will drive the Power of One agenda for Leo Burnett in the West. He will help build cross-platform solutions for our clients using our services in Entertainment (Publicis Entertainment), Content (Content Factory), Experiential (Arc Worldwide), Production (Prodigious), Digital (Indigo Consulting and Digitas) and Media (Zenith Optimedia, Ecosys and Beehive). He will lead all the functions of Leo Burnett Mumbai to create world-class work, build a high growth business and create a culture where people come to do the best work of their lifetime.

Commenting on Rakesh’s promotion, Rajdeepak Das said, “Rakesh is always there, backing great creative work and making integrated thinking happen for our clients. He has been an essential part of the journey to get where we are today. This elevation is much-deserved and will take all of us to greater heights.”

Talking about his promotion, Rakesh Hinduja said, “I am happy with my journey at Leo Burnett – a new-age, solution-providing ‘Wave 3’ agency. I’m proud of the brave we have work done and I am hungry for more. Hereon, there are a lot of exciting things to do and in quick time. I want to take a critical pause here to thank all our clients and the Burnetters for their belief in me.”

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Publicis India appoints Neeraj Bassi as Managing Partner & Chief Strategy Officer

Along with Srija Chatterjee and Bobby Pawar, Bassi will help in fostering collaboration and delivering on the Power of One synergy across the Groupe

e4m by exchange4media Staff
Published: Nov 1, 2018 8:55 AM  | 3 min read
NeerajBassiPublicis

Publicis India has announced the appointment of Neeraj Bassi as Managing Partner & Chief Strategy Officer. Neeraj will work from the agency’s New Delhi office. Along with Srija Chatterjee and Bobby Pawar, Neeraj will help in fostering collaboration and delivering on the Power of One synergy across the Groupe.   

With over two decades of professional experience, Neeraj has worked with some of the world’s most renowned brands including Coca-Cola, Asian Paints, Cadbury, BMW, KFC, Adidas, Samsung, British Airways, WeChat, Voltas, Audi, HSBC, Max Life and Tata Singapore Airlines – Vistara among others.

He joins Publicis after a brief stint as an independent Consultant where he provided strategic guidance and brand solutions for multiple clients across various categories. Neeraj has worked with some of the top market research networks such as TNS, IMRB, and NFO and led the Strategic Planning function in advertising agencies including Cheil, Ogilvy, JWT, McCann in India and abroad. Neeraj has also won multiple awards across reputed award festivals that recognise effectiveness such as Effies (India & APAC), AMES, WARC, etc.  

Announcing the new appointment and welcoming Neeraj aboard, Saurabh Varma, CEO, Publicis Communications, South Asia said: “In Neeraj, we found a partner with a shared vision of driving a deeper level of integration within the Groupe by leveraging the Power of One model. Neeraj’s vast experience and media neutral planning approach will help clients in building a holistic brand experience which will aim to create one-to-one consumer engagement, at scale. I look forward to working with Neeraj and wish him the best of luck.”  

Welcoming Neeraj to the Publicis family, Srija Chatterjee, Managing Director - Publicis Worldwide, India said: “Neeraj joins at a time when the Groupe is implementing a profound transformation which puts our clients front and centre of everything that we do. His wealth of experience of working across diverse sectors and with cross-functional teams will help build a narrative around our clients’ business and marketing transformation that connects data, content and technology in an omnichannel world. I’m excited to welcome Neeraj to the Publicis Groupe family, and we look forward to him riding the next strategic wave at the agency.”  

Bobby Pawar, MD & CCO - Publicis Worldwide, India added: “I’ve always believed great work is born out of a strong partnership between strategy, creative and clients. Neeraj Bassi has a history of creating strategic platforms that killer ideas can springboard from. His cross-platform approach to planning will also be a huge asset to our march towards the future of creativity. It also helps that he is fun to be around. I can chat with him for hours; the chemistry is very important when you are going to be more or less living out of each other’s metaphorical pockets.”  

Commenting on his appointment, and his plans for the agency, Neeraj Bassi said: “I am really excited to be part of Publicis India and looking forward to partnering Bobby and Srija to create stellar work that stands out in the market. Working with clients as an independent consultant has given me insight on the primary concerns of CXOs and how communication can help resolve them. Clients today need an omnichannel approach to planning that focuses on identifying and solving their business problems holistically, rather than getting trapped in a discipline-specific approach. I am fascinated by the way all Groupe companies have come together at Publicis to create Power of One, and I look forward to wielding this power to build successful campaigns for our clients.”  

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Airbnb appoints Google's Aristotle Balogh as Chief Technology Officer

Balogh formerly served as Vice President of Engineering, Application Storage, Indexing and Serving at Google

e4m by exchange4media Staff
Published: Oct 26, 2018 9:06 AM  | 1 min read
AristotleBaloghAirbnb

Airbnb has announced the appointment of Aristotle Balogh as Chief Technology Officer, according to media reports.

Balogh is expected to begin his tenure with Airbnb in November and will head the engineering and data science teams. He will also be in charge of infrastructure, information security and IT, as well as engineering for payments and community support.

Balogh formerly served as Vice President of Engineering, Application Storage, Indexing and Serving at Google, where he was instrumental in developing the infrastructure and data platforms of Google Search. He also worked as Chief Technology Officer at Yahoo and VeriSign.

According to reports, the company is expected to file for an Initial Public Offering (IPO) next year and Balogh's appointment comes at a time when Airbnb is still without a Chief Financial Officer after Laurence Tosi stepped down from the role earlier this year.

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