Ex-Vizeum MD S Yesudas launches new venture Triggerbridge
Dated: December 03, 2015
S Yesudas, the former managing director of Vizeum - one of the Dentsu Aegis Network agencies - has launched his own venture with two other partners. Triggerbridge, the new company which Yesudas is launching in partnership with Ajit Nair of MX Advertising and Amit Tripathi of IdeateLabs, will aim to marry data, content and technology.
Commenting on the triggerbridge proposition, Yesudas said, “Disruption is the name of the game, not just in theory. But in everything we do, philosophy, product, process, people et al. We are also building many aggregation and collaboration models. We believe the advertising agency model as it is practiced today will cease to exist in the foreseeable future. Global alignments, exclusive agency status will all fall by the way side. Clients will look for smarter brand solutions for making enduring and meaningful connections with their consumers and not super specialized silo solutions. Media owners will be engaged with, directly by clients and the focus on computer algorithm driven efficiency parameters will also disappear. At triggerbridge, our endeavor is to future proof a disruptive model, True Vertexing, that will be the need of the hour, now and then by clients and hence, the unagency. And interestingly this would be a virgin territory for us as agencies of today will only stay focused on the transactional mode of advertising as change for most them will be difficult considering their models and complicated structures”
Yesudas, with over two decades of experience started his career with daCunha associates and then later on moved to Grey. Between 1995-2006 he worked with Initiave at various capacities and quit the agency as executive vice president. In 2006 he moved to RK Swamy BBDO as CEO. In June 2009 he moved to Vizeum as managing director and left the agency earlier this year.
"True Vertexing is hand holding the brands in the journey to the highest peaks through true contributions by Triggerbridge and through true expressions by the brands. In addition to the fundamental change in definition, our disruption also includes a series of products for the very first time, moving the business away from a pure service, one such is a digital platform that aggregates story tellers and tech producers.” Said Amit Tripathi, managing director, IdeateLabs and director and co-founder, Triggerbridge.