S Yesudas quits R K Swamy Media Group as CEO

Televisionpoint.com Correspondent | Mumbai
S Yesudas, chief executive officer, R K Swamy Media Group (Media Direction, Hansa Media Services, Digital Direction, Radio Direction and Hansa Outdoor) has put in his papers. Yesudas had been with the company since its inception, which is about three years.

Presently, his position lies vacant, though the agency has various regional heads. Yesudas has confirmed the development to Televisionpoint.com and on his decision to move on, he says, "My decision to move is personal and I would not like to elaborate on it."

Speaking about his stint at the media agency, Yesudas says, "Till now, it has been a fantastic journey with Media Direction, where the company grew by leaps and bounds in stature. We had managed good business in past two years and have done well in terms of profits, working with reputed clients and receiving recognition."

Yesudas has spent over 17 years in media. He began his career in media in 1991, with daCunha Associates. His career also includes a stint at Trikaya Grey. His previous assignment was with Initiative, which he had joined in August 1995. He served the company in various capacities, before being chosen to launch Insight, a media agency from the group.

He ran Insight as its executive vice-president, in addition to launching a media consulting wing, Media Futures and a digital cell, Digital Initiatives. He also partnered with an OOH operator to launch a joint venture, Aaren Initiative. During his eight-year stint in India with the group, his work spanned various brands, ranging from FMCG to durables.

Then began his international stint in Nairobi, where he joined Initiative in the East African Region as its regional director. He was also given the responsibility for Draft Worldwide as its managing director.

Yesudas brought in significant changes in the audience measurement system and developed alternative channels of communication in the region, which was well appreciated internally and externally. His contribution to the agency also included various new businesses, mainly Coca-Cola, in 14 more countries of Africa with the hub in Nairobi.

This was followed by an assignment in Indonesia as the business advisor (director) for Initiative. In this assignment, his tasks were to manage relationships with existing clients and grow the company's business. The relationship with Coke in Jakarta helped Initiative Jakarta get the business of Nestlé during his stint.

Other businesses, such as Robina Corp (snacks), were also added during his leadership. In addition, he built a model of mutually beneficial relationships with media owners for providing them insightful analysis of research data. After successful accomplishment of the organisational objectives, he decided to move back to India.

In India, he joined Media Direction and was responsible for the relaunch of the company and helping the organisation get a place in the media specialists' map. His achievements include new business gains of close to $ 80 million; the successful launch of the digital wing, Digital Direction; launch of Hansa Media Services (conflict brand) and Radio Direction (radio specialisation); talent induction/development and development of systems, tools and processes.

Apart from this, he was nominated as one of the three managers across Asia Pacific for Business Development Person of the year award by Media, HK, in 2003. He has been a jury member at the Indian Ad Club for the media effectiveness awards.

Yesudas was also a jury member for the Outdoor Association's outdoor awards in 2005. Currently, he sits on the media committee of Bombay Chamber of Commerce and Industry as well the newly constituted media forum of AAAI.