Mumbai: Rediffusion- Y&R has elevated its East and South region COO Amitava Sinha to COO.

Based in Delhi, he will now take over the additional responsibility of Rediffusion-Y&R‘s Delhi office with immediate effect. Rediffusion-Y&R VP-Delhi Abhik Santara, will now report into Sinha.

With the development, the agency aims to deliver better synergies to the brands that it works on through a larger talent pool and enhanced collaboration between offices, it said.

Sinha added, "I am excited to now work in a market as large and challenging as Delhi. My focus will be on delivering cutting edge communication solutions on all the brands that we work on from the Delhi office, and pursuing growth aggressively given the opportunities the market offers".

Rediffusion - Y&R president D Rajappa said, "Amitava‘s appointment as the guardian of our Delhi office once again reinforces our talent philosophy of growing people from within the organisation. Delhi is a critical market for the agency and Amitava will be able to bring a better focus on developing national synergies on all our brands at Delhi through a larger talent pool and enhanced collaboration between offices. With his extensive experience of working across geographies and multitude of brands, I am confident that he will lead the Delhi office to greater heights in client satisfaction and creative excellence."

Sinha comes in with over 25 years of experience in marketing and advertising. He joined Rediffusion-Y & R in October 2003 as head of Kolkata operations. He has worked on clients like ITC, Eveready, Reckitt, Bata, Tata Steel, Berger Paints, Spencer‘s, Ananda Bazar Patrika and United Spirits.