Name: Edna Samuel

Designation: Advertising & PR professional

Sun Sign: Gemini

Education:
I completed my graduation from Mumbai University. The fondest memories I have of my college life include the fact that I was chosen as Miss Thane (a district in Maharashtra) during college days. Education is important, but, I believe that my advertising career has been shaped by on-the-job-training, knowledge and experience.

Entry into the world of advertising, event management and public relations:
I started my career with Midas Touch in 1993 headed Shriji Bhattacharya. In 1994, I moved to Shrusti Communications and then to The Asian Independent Network, part of Harshad Mehta group of companies. I was an associate producer for fashion shows that were going to be aired on C&S channels.

Since 1997, I have been with Motif Advertising. I handle clients such as Dream Team Productions (a production house that has done several shows on either Zee TV and other channels). At present, they are planning a travel show with Nafisa Ali as the host. The pilot for the bilingual show (Hindi and Urdu) has been shot in Vienna, Austria.

Very soon, I shall be a part of the PR and advertising cell of Parvez and Vispi Damania promoted Farsight Risk Management Consultants. Farsight will target high value clients in the business of non-life insurance and reinsurance business. I have worked with the Damanias on other projects earlier.

I have worked for the ICICI Prudential and the Housing division event. I have also worked on accounts such as Shinrai Toyota, Le Meridien amongst others. I have also undertaken above the line activities such as printing jobs, banners, posters. I have serviced clients in smaller towns - for instance a hotel in Kolhapur that is on the verge of opening a sports bar. I have worked with Simon Davidson who was involved with InMumbai Miss Mumbai show. At present, I am working on the account of Davidson's multi-level marketing project - Forever Living Products.

We also have an existing relationship with a Muscat based agency called Knowledge Garden promoted by Priti Kambli.

I shall also be working with an Israel based association called Club International that has plans to do a Johny Lever show in Israel sometime in August.

Impression of television:
I rarely watch TV - if at all, I prefer to watch news channels and music channels. I feel that some of the TV serials have some great production values but poor storylines that drag on till eternity. Also, audiences are lapping up the fare as it is the only source of cheap entertainment.

Things I would like to change about the advertising business:
There is a lack of quality manpower - especially smaller agencies find it difficult to source creative personnel. However, the number of free lance operators in all the departments - be it creative or media or strategic planning - has increased phenomenally. Despite our willingness to pay, we find it difficult to get talented people at the right time.

Five years from now:
The emphasis will be on bagging as many new clients as possible and grow at triple figure rates. The entertainment industry will be a sunrise industry with so many independent producers who are creating content on both terrestrial and C&S channels. Certainly, I see myself heading a bigger entity.