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Rakhshin Patel

Grand Jury Chair, DMAi ECHO Awards
Partner, M&C Saatchi
The last woman standing, best describes Rakhshin Patel, one of the pioneers in relationship marketing in India. Her formidable experience of 23 years in the relationship marketing space has seen her advising over 250 clients on loyalty and relationships. While she remains happily single and unattached! In 1989 Rakhshin helped set up Datamatics Direct India's first and largest list broking firm. This was the first organized venture in a largely disorganized and nascent industry. During this period Rakhshin played an evangelizing role in promoting the cause of Direct Marketing. So virgin was this market at the time, that the only thing consumers hungrily devoured were indigestible Readers Digest mailers. And even then it took all of her skills and then some, to convince both clients and agencies to see that the world was ready for direct marketing. In retrospect, she's glad she pushed the piano up the stairs, developing a set of muscles she never knew existed! In 1995 she was pursued by JWT to lead its fledgling startup Direct Marketing division. By the year 2000 Rakhshin steered RMG Connect, JWT's direct & digital division to market leadership. A creative focus not only won her new business and recognition, but it also won her agency several accolades. A program designed and managed by her, won the Gold for the best relationship marketing program in Asia at the Asian Direct Marketing Awards for Johnnie Walker Black Label, a brand close to her mind and especially, spirits! Her work has also won gold at the Abby Awards in India, and in awards in Bangalore and in Calcutta. Amongst other international awards are the London International Award and two Echo Awards at the DMA USA. Being head of a large multi-national agency meant spending a disproportionate amount of time on numbers and not quite enough on the art and science behind it. So it seemed right at this stage in her life for Rakhshin to start all over again. In a venture where she would be hands on with the creative process. In 2008, she entered into partnership with M&C Saatchi, to set up their first Direct & Digital venture in India. In just over two years, M&C Saatchi-i was the most awarded Direct agency in the country and today among the leading Direct & Digital agencies in Mumbai. Rakhshin is on the panel of several award juries and was also a judge in the Lions Direct Category at the 2006 Cannes Lions Advertising Film Festival. She has been a judge every year at the Abby's - Indian Advertising Awards, including being Chairman of the Jury thrice in the last 5 years. Rakhshin has always been a keen follower of and an active participant in various sporting events. With the National Championship titles for cycling and ten-pin bowling, she approaches sport with the same tenacity as she approaches business. "There is nothing more thrilling than a win, you don't win a silver... ¦you lose a gold" is her motto.

My Presenter/s or Panelists Sessions

Friday, January 24

12:15pm IST