BIO

A Career in Corporate Communications and Advertising – since 1975, Pratap Antony is a Corporate Communication Consultant in the following areas:
. Establishing a corporate communication department.
. Preparing a communication policy and integrated communication plan.

 Pratap Antony, Biography
. Communicating with employees, customers and stakeholders with separate yet unified messages.

At this time, writing a book on Corporate Communication.


The Recent and not so Recent Past :

Head of Corporate Communications - 1999 – 2005

Dr. Reddy's Laboratories Ltd., Hyderabad, (Pharmaceuticals) and Tata Infotech Ltd., Mumbai, (IT - Systems integration) both of which had multi-national operations. The whole gamut of activities and tools of internal and external communications were exercised.

Consultant - Advertising and Marketing Communications and Social Marketing and Communications - 1997 – 2000

Consultant to Tata Infotech Ltd., Mumbai. Advising and consulting on brand name and brand identity of the Tata Infotech brand, and brand name and brand identity of the Education Services Division. Willet India Pvt. Ltd. Mumbai (Manufacturers of ink-jet printers, laser printers and coding machines) and Spectrum Business Support Ltd. Mumbai. (Software packages - Jurix, Bankman, SPR and Direct Taxes) Tritek Micro Controls Ltd.,
Social Marketing and Communications Advisor:
The Foundation for Research in Community Health - FRCH (Mumbai)
Society for the Education of the Crippled - SEC (Mumbai)

Head of an Advertising agency – Managing Director - 1984 -1997

Founded and ran a full-service advertising agency in Mumbai, Apoorva Advertising and Promotions Pvt. Ltd. where advertisements and promotional material were created and released/ broadcast/ telecast in the print and electronic media. Apoorva's Clients: Air Mauritius. Hitkari Fibres. Master Fire Fighters. PRINCE Group of Companies – Plastics. Rosentique Modular Office Furniture Systems. SITA World Travels. Tandon Computers. Voltas Limited - Industrial Machinery Group.

Client Servicing in Advertising Agencies - 1975 -1984
For several years before heading corporate communications for the organisations mentioned, had worked in various advertising agencies.
Sistas Pvt Ltd, (now known as Saatchi & Saatchi) Alfred Allan Advertising and Talcherkars Pvt Ltd. (Outdoor and Exhibition)
Mumbai Clients: Cathay Pacific Airways. HMT Tractors. Novino Batteries. Lacto Calamine Lotion and Talc. Premier Automobiles. S. Kumars suitings and shirtings. Unit Trust of India. Greaves Cotton Ltd. Branch coordinator Sista's for centralised creative in Mumbai for films, radio and print advertisements HMT Watches, MICO, NGEF, Mysore Sales (Mysore Sandal Soaps), Coir Board etc.

Interests and Affinity

Besides empathising with the customer, product/service/concept and the client, understanding the communications problem and analysing and evaluating with logic and insight is a strength. Objective, credible and clearly written - marketing and communications strategies, communications plans, and communications policies.

Attitude and Approach

The commitment is to long-term sustainable success rather than short-term gains.
Quick remedies are fine, but not at the cost of long-term consequences.
Work for the company of tomorrow, but first, do what's necessary for today.
The right communications strategy, and getting the basics right is central.
Communications must be targeted and tailored to the varying needs of the target audiences yet must be consistent and create the same image perception of the organisation.
The customer is the first among equals.
Understanding, anticipating and serving the customers' needs in the hierarchy of communications is what makes good corporate communications.