MUMBAI: Cequity, a data-led marketing services provider of the RK Swamy- Hansa Group, has appointed Anand Siva as business head for its newly set up unit of Customer Integrated Marketing (CIM).

Siva, who was with Saatchi & Saatchi as Mumbai VP and branch head, will focus on direct relationship and one-to-one multi-channel marketing.
 
Cequity said in a release that it is expanding its services across the country. So far Cequity has been offering data analytics, marketing analytics solutions and on-demand analytical marketing services for a host of clients in India and the US.

Cequity CEO Swaminathan said, “The CIM unit has been set-up based on the needs expressed by our clients. There was a rising necessity to combine data and integrated marketing to build direct relationships with both customers and prospects."
 
Added Siva, “I have always been impressed by a business idea that had the marking to lead the way, change the trend. The recent recession has taught the business world important lessons in cost reduction, budget optimisation and advertising expenditure rationalisation. Cequity’s business model and the potential it had to chart a new path for businesses are what got me excited.”
Siva was with Saatchi & Saatchi for over two years, where he worked on brands like Ekp, Logan, Pillsbury, Nature Valley, Ariel, Reliance, Calcium Sandoz and Otirivin.
 
Prior to that, Siva spent 17 years at Akshara Advertising, where he was head of the Chennai and Bangalore operations, working on brands like Intel, Nortel, Tata Plantations, Fresh & Honest Cafe (now a part of Lavazza), Aircel and Indian Airlines.

Siva enabled delivery of specialised BTL services to brands like Intel, handling their B2B, channel and special vehicle projects.