People leave organisations for a change of job. I am among those lucky few who got to keep my organisation and change my job.

From feature writing and calling myself, rather pompously, the mind of the strategist, I  now see myself as ‘newsense’ value for the organisation. In the last few months have been trying to breka news in marketing, advertising, consumer goods, durables and apparel.

That explains my disappearance from the blog scene for some months. In NEWS you work with a gun on your head. Either you get the news, or the competition gets it.  

In the current scenario companies are flooded with choice to get their news published. 

A lil bit of gossip. A CEO told me recently, “I can give you news if you commit me a front page coverage”. Another company in the media business always send a press release, a day after it’s shared “exclusively” with one paper. Bad decisions all of these.

But in a scenario when everything is measured in terms of an ROI, corporates are possibly measuring their performance with an “editorial ROI”. But this is one investment that could backfire badly. Think about it…and do share your views!

Hold on! Wasn’t I supposed to sneak back into the blogs scene? Would reserve explosive writing for a later date.

After forgetting my password once and nearly twice, am finally back… two months after making resolutions to Govind, our web ed.

Feels nice to start again… on a medium that helped me get in touch with long lost friends, before Orkut became an Indian name. At least for the “net-challenged” like us.

keep the faith!