The management shuffle follows the departure of former managing director Asad Rehman, who recently moved to the agency's London office on the back of MindShare strengthening its hold on the Unilever account in Europe.
Rehman has taken the post of managing partner - Europe, MindShare.
"I'm working on the worldwide team on Unilever on managing our Unilever client relationships and business around the world," he said. "We have just consolidated the European business and I am helping the European teams manage the transition and get going with the business at the moment - an exciting and busy period for us."
Ghosh, who worked with J. Walter Thompson in India and Sri Lanka for nearly a decade, joins the Vietnam operation from MindShare Bangladesh.
"I set up MindShare Bangladesh in 2001 as a joint venture with a local partner," said Ghosh. "It was the first media company in the country and there was no benchmark of running an international standard office there.
We went to market with chaotic systems and there was a lack of processes and the fact that media investment management was not top-of-mind even for evolved clients except perhaps Unilever which itself had cleaning up to do in the media operation side."
Under his stewardship, the agency's Bangladesh operation introduced international practices and gained strong brand equity among globally networked businesses, as well as local brands. Ghosh was also instrumental in reworking Unilever's media processes and presented ideas to leverage above-the-line for activations for the Unilever group's portfolio of brands.
"In some aspects the media assignment (in Vietnam) presents the same challenges. There are mainly local channels here and you can't buy ESPN, Star Sports or BBC, for example. While the challenges are the same, the scale will be different."
