Diganta Barua

Diganta Barua

Managing Consultant at Mumbai
Mumbai, India

Summary

Executive search consultant. Formerly in advertising, with agencies like DDB, Ambience Publicis, Lowe Group, McCann and Contract JWT. Has ability to find ability. Love brands and brand builders. Help companies find leadership talent in the branded products and services business like advertising, market research, broadcast, radio, telecom, consumer and music. Interested in culture, quizzing, travel, yoga, music, Arsenal.

Languages
  • English - Pro

Positions

Managing Consultant
Mumbai
August 2002 - Present (15 years 2 months)
Running Credence Consulting, an executive search firm in Mumbai. Attract and shepherd stellar professionals who make our clients and their businesses succeed, and thereby themselves become successful. Using industry benchmarked best practices and unique positioning capabilities along with ability to interpret organisation cultures and motivations of senior leaders. Driven deeply by research, we work in sectors like advertising, media, internet, music, entertainment, FMCG, durables, lifestyle, banking, financial services, telecom, publishing, MR, healthcare, consulting. We have helped clients hire CEOs, Presidents, function heads across marketing, sales, creative, account management, HR, IT, finance. Several of our clients have been with us from our early days.
Project Leader (Junior Partner)
Amrop International
January 2001 - June 2002 (1 year 5 months)
Seamless execution and closure of retained executive search assignments at the seniormost level, for clients in FMCG, telecom, ITeS space. Led a large and complex marketing talent search for Airtel, lasting almost a year. Transferred account management, communication expertise rapidly to impact both clients and candidates in the the talent business.
Most importantly, this stint helped me appreciate the role of various functions that make up an organisation and how, more than anything else, its talent management strategy and practices impact its revenues, productivity and reputation in the marketplace. And how to manage the rigorous, yet delicate and at times complex world of executive search and enjoy it immensely.
Account Director
Contract Advertising (I) Limited
August 1999 - January 2001 (1 year 5 months)
Easily one of India's finest agencies.Part of the WPP Group.Found the engagement, motivation and pride of its employees remarkable - including the support functions whose folks took a great interest in the business. Not surprising at all because of the leadership style of its senior managers. Here, I managed businesses of Heinz, BBC, Geoffrey Manners, Shoppers' Stop and Hidesign ( India's premier leather accessories brand). Generated big idea for Shoppers’ Stop’s largest promotion ever – this helped build over 80 crores of revenue for the client.
Client Services Director
Vyas Giannetti Creative
April 1999 - July 1999 (3 months)
Understood working of an owner driven creative agency.Developed credentials presentation, initiated systems in research and planning.
Account Director
Mumbai, India
February 1997 - December 1998 (1 year 10 months)
My first exposure in working with a global network, with global accounts and a global mindset. Managed L'Oreal, Johnson & Johnson and Exxon Mobil. McCann's planning processes were marvelling. How to appeal to an Indian audience while retaining the essence of the brand was a new skill that I learnt here - later on in executive search, the same issues surfaced which we were able to successfully circumvent in attracting talent to a large MNC which was perceived to be "distant" and "aloof" by its candidate target pool.
Associate Account Director
Karishma ( subsidiary of Lintas)
1994 - 1996 (2 years)
Part of a team that was handpicked to turn around a struggling agency, which was a tough ask, especially during those rather recessionary times.Here I learnt a lot on new business development, constructing pitches, creating alternate revenue streams and about battling adverse business conditions. Also made an AV, recalled even today. Our efforts resulted in the agency getting shortlisted for some of the largest pitches in the business. Although the agency did not survive, everyone gave it their best and I believe we all went down fighting!
Account Manager
Mumbai, India
1989 - 1994 (5 years)
In this vibrant agency of two truly talismanic titans of advertising, Ashok Kurien and Elsie Nanji, I managed MTDC, Milton, Esselworld, Siddhee Cement and CRY, for almost all the five years that I was there. Understanding ideas, the craft of the business, writing compelling briefs (thanks to the late Deepak Dang, RIP). Under Vijay Verma, staged three successful annual conferences - these were large events themselves. Coined brand names, wrote bodycopy for many ads and modelled in a few!
Also, proactively anchored agency visibility programme. Looking back, one of the best examples of functional leadership I have ever seen was demonstrated by Chandrakant Rasal, the modest Studio Manager. He was confident, fair, demanding, led by example, provided his team learning opportunities and ensured their growth, at a time when technology was reducing headcount! It was a good learning for a future executive search professional, from an unexpected source!
Account Executive
Mumbai, India
1988 - 1989 (1 year)
A member of the 2nd Management Training Programme, which was a precursor to MICA. An amalgam of learning about research, strategy, media, creative from actual practioners through case studies and different exercises. A one-of-its kind experience, getting exposed to icons of the industry. Thanks mainly to a most fascinating HR luminary, Dr. Nagananda Kumar aka Naga who mentored a group of 12, and primed us to the real world of business, with inputs in subjects ranging from statistical analysis to executive etiquette! Naga's counsel remains indelibly stamped in my mind even 20 years later. Thanks to his idea and Dr. A.G. Krishnamurthy's sagacity, MICA was established.

Post the training, worked in the Mumbai office mainly on The Bombay Oil Mills Limited (now Marico).

Education

Master of Management Studies

BITS Pilani
July 1983 - July 1987 (4 years)

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