Data-led marketing services company Cequity, part of the RK Swamy- Hansa Group has appointed Anand Siva as its business head to steer its newly set up unit of Customer Integrated Marketing (CIM).
Siva joins from Saatchi & Saatchi (Mumbai) where he vice president and branch head.
The new unit will focus on direct relationship and one-to-one multi-channel marketing. Cequity says this unit has been set up to drive ‘actionable marketing’ for clients. It offers data analytics, marketing analytics solutions and on-demand analytical marketing services for clients in India and the US.
S Swaminathan, CEO, Cequity says, "The Customer Integrated Marketing (CIM) Unit has been set-up based on the needs expressed by our clients. There was a rising necessity to combine data and integrated marketing to build direct relationships with both customers and prospects. Anand Siva’s passion for the unconventional communication space, experience in BTL and eagerness to work in the B2B and channel partner space was the right fit to put CIM services on the fast track."
On his appointment, Siva said, "I have always been impressed by a business idea that had the marking to lead the way, change the trend. The recent recession has taught the business world important lessons in cost reduction, budget optimisation and advertising expenditure rationalisation. Cequity’s business model and the potential it had to chart a new path for businesses is what got me excited. I am hoping to put 20 years of advertising experience to good use here."