The Hindu Business Line : `Ideas' to be core of Everest staff rejig

With a new hierarchy that involves three layers, the second agency of Rediffusion DY&R is in the process of announcing new designations for its staff and is not expected to follow the standard structure and hierarchies that most ad agencies have.

Mr Aniruddha Banerjee, COO, Everest Brand Solutions, said, "We have still not firmed up the new designations and the process is still on. However, by the end of next month we should be ready to announce the same."

Restructuring the agency in three layers, Everest Brand Solutions would have its staff clubbed under three heads - Idea Initiators, Idea Leaders and Idea Managers. While Idea Initiators would involve the senior management who would be responsible to start the process of ideation based on the client's brief, the Idea Leaders would be responsible in defining the client's problem and arrive at a solution, which would be the big idea. Idea managers would then take this big idea and translate it into the best medium suited for it.

The agency, which at present has branches in Mumbai and Delhi, has 85 employees and is in the process of consolidating its operations across the branches. "We are still not looking at expanding our branches, but later we may look at opening branches in Bangalore and Chennai," states Mr Banerjee.

In the past, Everest Brand Solutions has been plagued by ownership issues especially at the time when it was a family-owned enterprise and in the hands of Mr Adi Patel. Post its acquisition by Rediffusion DY&R, it continued to have a downhill ride till it decided to re-launch itself in a new avatar this April.

"Today the agency has been rejuvenated with a much younger staff which is open to new ideas. There is new energy and talent and we are looking at growing organically," says Mr Banerjee.

However, the agency continues to share its resources ranging from Media to PR with its parent agency although while pitching for new business it continues to compete with Rediffusion DY&R.

Meanwhile the impending decision of DY&R to acquire the Indian promoters stake in the agency is still on hold. "We know that DY&R will buy out Rediffusion sometime but we still don't know when it is expected to happen," claims Mr Banerjee.

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