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Vivek Lakhwara promoted as CEO of Aaren Initiative
22nd August 08, Mumbai: Vivek Lakhwara has been promoted as Chief Executive Officer of Aaren Initiative, the out of home (OOH) media division of the Lintas Media Group.
Lakhwara has been associated with the Lintas Media Group for eight years – the first four years at Millennium Media, the group’s mass media division, and the remaining at Aaren Initiative.
Lynn de Souza, chairperson, Aaren Initiative, and chairperson and chief executive officer, Lintas Media Group, said in an official communiqué: “Under Vivek’s leadership, the company has grown very rapidly to become the second largest agency in the out of home space, with a blue chip roster of clients and truly innovative solutions. This appointment, replacing Ashish Bhasin (former managing director, Aaren Initiative), is a recognition of the valuable contribution he (Lakhwara) has made.”
Said Lakhwara: “The way OOH is moving, it is no more about the 40x20 hoarding. It's about understanding the brand, the brand proposition and going beyond the hoarding. That's our plan for the immediate future. Going forward, Aaren Initiative is poised to become the agency of choice for all advertisers who look at out of home media as the communication channel of the future.”
Lakhwara has more than 20 years of experience. He has been in the Space Marketing division for over a decade with companies like The Indian Express Group, Chitralekha and the Hinduja Group's movie channel, CVO. In 2006 he became president of Aaren Initiative.
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