Prasun Basu Email & Phone Number

Mumbai, MH, IN

Mumbai, Maharashtra, India

• Analyse and create business strategy, positioning and areas for future growth for the unit
• Incubation, launch and growth of new Product lines, Partnerships & Acquisitions with P&L accountability
• Key areas: implicit, behavioural, social, digital, platform, DIY, tech, syndicated, productization
• Created and on-boarded a tech platform partnership with GST for China in the CX area
• Set-up global Digital and Social Intelligence unit, along with launching a 30-country digital listening and analytics platform for a global FMCG client; onboarding digital and tech partners
• Launched a multi-national strategic alliance with global automotive co. J.D. Power, with initial launch of service in 6 markets in Asia, Africa, Middle-East, scaling up phase-2 to 14 markets including European countries.

Mumbai, Maharashtra, India

Mumbai, India

• Global Zone President for South Asia (India, Sri Lanka, Bangladesh, Nepal) with an employee base of 6500
• End-to-end South Asia P&L (turned around zero growth to double digit with leapfrog in profitability (20%+)
• Multi-year transformation program ‘New Future’ built on 3 pronged GTM around Client, Talent and Growth
• Key enabler through tech, analytics and digital - new products: ecommerce, Traditional & modern trade weekly, DDR (district-level), cell-grid (1 sq. km) products, new social intelligence unit; operations digitalization.
• $40 Mil, 5 year winning pitch for industry-wide Digital Audience measurement
• Digitization of largest audience measurement (readership) platform with sample of 350,000 readers

• End-to-end accountability for South Asia P&L; Bangladesh market entry; rapid scale-up to $1+ Mil in 2 years
• Launched transformation program (Project EVEREST) to lead a declining business to ~20% growth and steep increase in profitability, with strategic focus on Analytics and digitization of Operations
• Launch/scale up of global Media Analytics hub and global Marketing Science unit on demand spaces
• Spearheaded the transformation of data collection and validation to real-time tech-enabled and platform-based operations; Launched Bangladesh operations with 100% Digital Data Collection
• Launched WPP’s flagship BrandZ Top50 for India in collaboration with WPP and GroupM
• Anchored the global acquisition of analytics & visualisation firm – AQ (Analytics Quotient)

• End-to-end P&L accountability for multiple regions – East Africa, North Africa, Middle East
• Led Millward Brown to No.1 market position and Pan-Africa account wins with Coke & Airtel
• 360 Business consultancy to Airtel CEO through analytics and integration of 3 major programs: Brand Health (BHT) + CSAT + Retail tracking
• Launched Millward Brown Middle East
• Launched Millward Brown North Africa
• Awarded ‘Best New Business launch in AMAP’ in Millward Brown’s Regional Conference

Mumbai Area, India

• End-to-end accountability for two business units – BASES & CR
• Led the transformation of a very large 2 year declining CR business with low morale, confidence and teamwork to high single and double digit growths in two years and an united leadership team with a highly motivated.
• Became the No.1 business unit within Nielsen South Asia

Mumbai, India

• End-to-end accountability for 3 P&Ls: India, Africa & Middle East
• Massive expansion with multiple years of 30-40% annual growths; acquired ~70% market share in Innovation space
• Transformed business mix skewed by 3 global clients to a 50:50 global-local client base
• Given additional charge of Africa & Middle East businesses (end-to-end)
• Development of Regional and Sub-regional forecasting models for China and India. Pioneering meta-analysis to estimate drivers of sales across all levers of marketing mix and distribution

• Led Thailand and India West Consulting divisions
• Led the 2 largest regional accounts in Asia & Middle-East: Citibank and Toyota
• Delivered consultancy to Toyota using the full Gallup Path (The ‘S’ curve)
• Steered the stabilization and high growth of Thailand’s largest account: Siam Commercial Bank

• Head of Millward Brown franchise for South Asia
• Transformed individual arms-length business units in different geographies into one unified national franchise winning on a common vision and strategy; led to becoming the best growth division of the co.
• Path-breaking analytics on brand tracking data for consumer segmentation and brand white spaces, and halo effects modelling to estimate shared and unique spaces between master-brands and sub-brands

• Development of a device (PC Trace) to measure the second-by-second interest trace of ad viewership.

• Led Telecom, Pharma and Airline sectors for USA (South-East div.), Brazil, Mexico, Canada
• One of the first applications in MR industry of DCM (discrete choice model) to estimate feature utilities

USA

United States

Executive Education

Executive Education

Mba (Marketing), Marketing

Research Fellowship Program, Marketing

Ms (Economics, Statistics, Marketing)

Master Of Statistics

Bachelor Of Statistics (Honors)