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 businesses.

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.