Red Fuse Hong Kong appoints Atrayee Chakraborty as head of media for Asia Pacific
Red Fuse Hong Kong has appointed Atrayee Chakraborty as Head of Media APAC, bolstering the regional management team alongside recently-appointed Regional Head of Digital Sanita Sandhu and Director of Operations Doreen Chan. Red Fuse Communications is a WPP full-service integrated agency dedicated to serving all of Colgate-Palmolive’s brands worldwide.
Heading up media across Asia Pacific, Chakraborty is a multiple master’s degree holder with an MSc in Economics and an MBA in Marketing. While studying she also spent 18 months as guest-lecturer at Presidency College. She began her career as a Media Planner in early 2000 and joined the MEC and Colgate family in 2010. In 2013 she played an integral role in establishing Red Fuse Communications as head of media for India, and has built best practice in Digital, PR, Rural and E-commerce.
Commenting on her new role, Chakraborty said, “Media business and constantly changing consumer behavior are two of my driving passions, and the integrated model at Red Fuse allows me not only to indulge those passions, but to be fully immersed in the whole solution. I believe the future lies in big data, programmatic and content curation and our horizontality enables us to best navigate that future for our clients’ brands.”
Sandhu has worked in marketing for over 14 years, across strategy, comms planning, client services, media, emerging platforms and technology. Having begun her career as a digital executive back in 2002, Sanita’s vast experience ranges from digital best practice, tech implementation, social, content, mobile, data – including having set up regional offices. Award-winning campaigns for key clients include the John Lewis ‘Bear and the Hare’ Christmas campaign, BBC iPlayer Launch and ‘Should have gone to Specsavers’ (Best use of Viral & Mobile.)
Chan was most recently a Consultant with The Observatory working on Adidas and Singapore Tourism Board, on marketing services and agency models.
Chan spent the first 10 years in Singapore in account management on both local and regional account including Daimler Chrysler, HP, Tiger Airways and AIA. She moved to Shanghai in 2010 as Greater China agency account lead for IHG managing a team on Brand, CRM and Digital. She moved to northeast China to set up an extended agency hub for IBM covering China and North Asia.