MUMBAI: Allied Media Network, the media planning, buying and evaluation arm of Percept, has appointed Shilpa Dhanu as Head - M3 Project & Strategy Team.

In her new role, Shilpa Dhanu will be responsible for the Centralised Data Analytics Cell. Based in Mumbai, she will be reporting to Allied Media CEO Shripad Kulkarni and with a core team of senior and junior analysts will take care of research & analytical needs for clients across India.

Shilpa‘s mandate is to assist and steer the strategy team of the company to newer heights. She also will be responsible in creating newer avenues and strategising various offerings of the company for the clients.

Allied Media last year had launched Centralised Data Analytical Cell, a specialised vertical that leverages various strategic initiatives across all media companies of the Percept Group for the clients. It will conduct research and collating data on key sectors and industries on a round the clock basis.

This data will help in giving a tailor made report to the client and will help in effectively measuring all their communication campaigns including ATL, BTL, Social Media, Word of Mouth and other vehicles optimally.

The tools will help as a guide for advertisers of different sectors to effectively bifurcate their communication spends in various vehicles as per consumer behaviour & media efficacy.

Allied Media CEO Shripad Kulkarni commented, "We are extremely pleased to welcome Shilpa in our team. She has a grass root level experience in understanding consumer trends and purchasing behaviour and will add tremendous value in steering our Data Analytics vertical. I am confident that she will drive our unrelenting focus on building and adding constant value for our discerning clients."

Shilpa Dhanu has more than a decade‘s experience and has worked as senior manager-Consumer Insights - Star India. She also has had a successful stint in UTV, Carat Media Services Ogilvy & Mather, MTV India, Zenith Optimedia, Initiative Media, and CSRIdentity.com where she has been instrumental in handling Research & Strategy for them.

Allied Media GM Strategy Shilpa Dhanu added, "I am really excited to join Allied Media and work on multinational brands and be an active part in their communication strategy. Allied Media has been in a forefront in charting out effective media mix for all their clients. This opportunity comes at an interesting juncture in my career."