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CHENNAI: Mr Praveen Tripathi has been appointed CEO, Media Direction, the independent media planning and buying unit of ad agency R K Swamy BBDO.

He will take over from Mr Sandip Tarkas, who is joining Anil Dhirubhai Ambani Enterprises as Head of Media. As Mr Tarkas told Business Line, "I have had a very enriching stint with Media Direction. But the new opportunity offers me a corporate role. I will be handling media management for all their brands — all the businesses are consumer facing and growth-oriented businesses which is a challenge."

Mr Tripathi has already been working with the agency as the CEO of Hansa Consulting, which provides brand, media and marketing consulting services.

Commenting on the development, Mr Srinivasan Swamy, CEO, RK Swamy/ BBDO, said: "We have been looking for a method to combine our strategic consulting services with our media offerings. Bringing the two services under a common leadership is a logical step that will bring many benefits to our clients."

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