Saatchi's Anand Siva joins Cequity

Saatchi & Saatchi, Mumbai VP and branch head Anand Siva has quit to join RK Swamy - Hansa Group's Cequity, a provider of data-led marketing services, as business head of the the company's forthcoming unit – customer integrated marketing (CIM).

Cequity will complete its second year of operations this month, and with its vision of 'actionable marketing', the new unit will look at direct relationship marketing and one-to-one multi-channel marketing.

Cequity is being launched to provide a combination of data and integrated marketing to build direct relationships with both customers and prospects.

Siva has 17 years experience in mainstream advertising and around five years in the area of below-the-line (BTL).

During his career, Siva has worked on devising strategies to market Intel processors for the Indian market, by reaching out to various possible consumer touch points and measuring the impact on conversions for about eight years. Some of the other clients he has worked for are Nortel, Fresh & Honest Café, Indian Airlines and Siva PCs.

He joined Saatchi in 2007 as vice-president for Saatchi & Saatchi Solutions, the specialised arm that offers 360-degree BTL communication solutions. When he joined the agency, his mandate was to focus on BTL deliveries and reach out to every consumer touch point.