Tripathi, formerly at Starcom India, will work out of Guangzhou and will assume the role of P&G Greater China planning director. Starcom currently handles strategic media planning for P&G's haircare products across Greater China.
As part of his responsibility, Tripathi will continue to provide strategic thinking for P&G's haircare line and will utilise his skills, such as research and statistical analysis, to apply a more sophisticated technique to the business.
"In my past experience with P&G in India, they used an analytical fact-based approach to almost everything they did, including media solutions, said Tripathi on why he took on the job. "My previous experience at Starcom also convinced me that it was the one media specialist organisation that truly believed in strategic planning, thus it went beyond leveraging volume for the cheapest rates."
According to Blaise D'Sylva, chief executive of northeast Asia for Starcom, there were a number of other people who were considered for the post but "none who could offer the experience and skills that Praveen has".
He added: "With media options exploding, it is more important now than ever to ensure maximum return on investment to our clients. Praveen's history and experience will help to drive P&G's communication planning to higher levels."
Tripathi has over 20 years' experience in the advertising industry, including extensive experience working with P&G. While at Starcom India, he led the successful pitch for all of P&G's media planning and managed the entire business for two years.
