MUMBAI: Triton Communications has elevated Pankaj Arora to the position of national planning director.

Arora moves on to head planning in the agency from his current role of executive director of Triton Mumbai.

The agency aims to redefine planning as a line function that will strategise for brand business building.

Triton Communications CEO and NCD Renton D‘Sousa said, "One of my key focus areas is to enhance resources in the knowledge domain to enable the best end product. In my view a planning head needs to have been a senior business head to provide business insights for effective brand solutions. All with the aim to provide the right inputs to the creative for an insight laden end product. Pankaj‘s vast experience on the business of advertising along with his flair for strategic initiatives is the right fit for my vision".

Arora added, "When I started out it was all about the USP. With changing times, it evolved to the SMP (single minded proposition). Today with product parity across categories and intangible differentiators dwindling by the day, it boils down to the insight based creative that can make or mend a brand. It is my firm belief that the core of every planning activity is the immersion of client, category and consumer. Planning models merely revolve around this fact. A good planner reads between the reams of data and researches. But a planner with a business experience can unearth the insight that will lead to an effective end product and benefit the client in the market place".

Arora has over two decades of experience in advertising. Prior to joining Triton he has also worked with Lintas, Contract Advertising, Grey and Publicis.