New Director Strategic Planning for Rediffusion DYR
Rediffusion DYR Sri Lanka, to Meraj Hasan, was like the second office
till he decided to shift here for good to set up a Strategic Planning
Cell for the Agency.
He has been witness to the fast changing Sri Lankan business
environment due to his involvement as a Planner on Airtel's imminent
launch. And now, with the business growing at a rapid rate, the time is
just right to start the strategic processes moving for Rediffusion DYR.
'The Agency with its set of fresh talent headed by the experienced
and dynamic Rohit Misra, is all set to take advertising standards of the
island to newer standards and discipline of Strategic Planning has a
vital role to play in this', he says.
Apart from being a part of the overall advertising process, his focus
would be in the areas of Consumer insights, Y&R proprietary tools like
3D and 4 Cs and long-term brand strategies for existing and new
He is also enthusiastic about research projects to strengthen the
knowledge base of Rediffusion DYR.
The role of a Strategic Planner in an agency, he says, is to
facilitate strategically effective solutions to the Client's problem and
in order to that Planning must enable a deep understanding of consumers,
their motivations, desires and changes in mindset.
With more than eight years of extensive experience in Mumbai, across
agencies like McCann Worldwide, O&M, TBWA and Rediffusion DYR, his CV
lists brands like Bharti Airtel Colgate-Palmolive, Tata Sky, Tata
Motors, Singapore Tourism Board, Skoda Motors, Standard Chartered Bank,
Apple Computers and Nivea.