CVL Srinivas joins Starcom MediaVest Group

Srinivas shall head the organization as MD, LiquidThread APAC, and chairman, Starcom MediaVest Group, India.

Starcom MediaVest Group has appointed media veteran CVL Srinivas as managing director, LiquidThread - APAC and chairman, Starcom MediaVest Group, India. Srinivas will report to Andrew Swinand, president, global operations, SMG and Brian Terkelsen, president and managing director, LiquidThread, SMG. He will work closely with Srikant Sastri, country chair, VivaKi India and will be a member of the SMG Global Management Group.

The post of chairman at Starcom is a new one; given the growing importance of India, SMG has created the position of chairman to oversee the India operation. A dedicated CEO for SMG India will be appointed soon, and this person shall take over from Ravi Kiran who had announced his decision to move on from the group in September, 2010.

On his new role, CVL Srinivas says in an official communiqué, "SMG's promise to be the Human Experience Company is fascinating and future-focused. I look forward to working closely with the teams at LiquidThread and SMG to translate this vision into tangible value for our clients". Srinivas will take charge with effect from January 5, 2011 and will be based in New Delhi.

For the record, LiquidThread represents the next stage of audience aggregation and content development for SMG. In line with the network's digital, open source approach, LiquidThread will increase the scale and innovation of SMG's content creation, moving beyond branded entertainment to create communities, conversations and advocates for brand properties. LiquidThread was launched in the US in April 2010 and will now be rolled out across the Asia-Pacific region.

CVL Srinivas has a Bachelor's in Mechanical Engineering from BITS Pilani and a Masters in Business Administration from XLRI Jamshedpur. He has previously worked at Maxus and Madison in leadership positions and was part of the start-up team at Fulcrum (now Mindshare Fulcrum) on the Unilever business. His latest assignment was at The Times Group as director, Private Treaties.

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