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Percept rejigs sports and entertainment biz

MUMBAI: After streamlining its advertising business, Percept Ltd has now announced a restructuring of Percept Sports and Entertainment (PSE) into two business verticals in order to bring greater focus, synergy and service offerings.

Currently, PSE encompasses sports management and marketing, incentives, conferences and events, and the business of contemporary Indian art. As part of the new arrangement, PSE will manage the businesses of activation, events, experiential and entertainment marketing, talent management, sports management and marketing, along with contemporary Indian art.

PSE has appointed Sanjay Shukla as chief executive officer who will be responsible for providing strategic direction, creating opportunities for integration and paving the roadmap for the overall businesses under the vertical.

Prior to this role, Shukla was the CEO of Percept Activ and was also managing Percept Talent and Percept Entertainment. He joined the company as business head for the activations and events division in Delhi. His expertise in market penetration, account management and business development gave birth to Percept Activ where he was serving as COO before being promoted to CEO in 2011.

In his new role, Shukla will spearhead a team of over 250 people across India.

The second vertical Percept ICE will continue to focus on the business of meetings, incentives, conferences and events as a separate business vertical. Heading the second vertical will be Nazneen Karimi who has been appointed CEO and will be responsible for overseeing the entire vision, strategy and operational functioning for Percept ICE.

Percept ICE was founded in the year 2010 with an aim to focus on the incentives, conventions, exhibitions and events domain in India. Karimi has been responsible for bringing in a more focused and concentrated approach to the burgeoning ICE business across India, and ensuring that clients attain dedicated service, innovative concepts and complete value for money.

The restructuring in the sports and entertainment business is in keeping with the evolving and dynamic changes in the M&E industry and will enable Percept to offer greater efficiencies in the way it operates and functions. The new structure would also offer its stakeholders greater synergy in the range of properties, solutions and service offerings in the entertainment domain, thereby translating into a more heightened level of customer service and value for all stakeholders.

The backend operations and functionalities encompassing production, creative, planning and finance will be fully integrated to offer streamlined functioning and enhanced synergies across the two business verticals.