Sandeep Tarkas to head OMD’s India operations

OMD has finally decided to go independent in India. And it has chosen Sandeep Tarkas to steer it in right direction.

Tarkas, South Asia MPG President, is putting in his papers and is all set to head Optimum Media Direction (OMD). Reportedly, OMD is launching its independent operations in India effective this month itself. When contacted, Tarkas refused to comment on the issue. As per the reliable sources, however, he is definitely moving on.

Ishan Raina, Chairman & CEO, Euro RSCG though confirmed that Tarkas has an offer, stated that he had not yet quit and the discussions between Euro and Tarkas were still on. He said, “ Sandeep has a good offer – and it is a move from number 2 in one organization to number 1 in another. However, he has not yet put in his papers.” He added, “He has always been a good professional and has proved to be a significant value addition for MPG. If he does decide to move on, he can count on my blessings.”

Tarkas, a known name in the advertising and media arena, began his career as an engineer from IIT and then spent three long years on the ONGC side. After a management course from IIM Bangalore, he stepped full fledged into advertising and gained precious experience in Mudra and Mindshare Fulcrum. He was heading implementation planning at JWT, representing the agency on the ATG Worldwide Group, from 1998-2000 and finally emerging as the head of Fulcrum India in 2000.

Known for taking risks, Tarkas took a major gamble when he quit an already established set up like Mindshare Fulcrum to head an agency which was merely a speck in the sand. From there on, he has never looked back.

In a conversation with exchange4media just the year before, Tarkas had stated, “ I don’t think that we should compartmentalize either planning or buying. Planning is the superior intellect that goes into the beginning of the campaign, which more or less ensures that you are better prepared and equipped at what you are doing. Buying on the other hand, holds just as much value as it ensures that you are bringing your clients, value for money.”

At the time, he had also added, “ I love experimenting with new things. What really sets me ticking is a new and ripe challenge.”

Setting up OMD’s operations in India and reaching it to the heights it has attained elsewhere on the globe will, in all likelihood be an interesting challenge for Tarkas.