After Triggerbridge, S Yesudas announces 2nd venture - Y&A Transformation

S Yesudas, who conceived and launched the first ever #UnAgency, Triggerbridge, in the country with the purpose of marketing “for” customers, today announced the launch of his second venture – Y&A Transformation Pvt Ltd. The company’s registered office at Nariman Point, Mumbai was recently inaugurated in a function in the presence of key clients, friends and relatives. 

Y&A is a pureplay business transformation company and works with the vision of helping enterprises erase the legacy #BestPractices mindset to build the #NextPractices in the areas of Digital, Tech, Data, Content, Customer Centricity, Marketing RoI, Organisation culture and CSR/ Sustainability. 

Talking about the road ahead, Yesudas, Co-founder and Managing Director, Y&A, said, “We are very fortunate to have the support of clients who believe in our philosophy, from day 1. As a result, the operation kickstarted with some revenue; unheard of, otherwise. We are building very agile, collaborative, innovative and adaptive framework, tools and processes, which are detailed on our website, We will help forward looking clients with all the necessary support to get the very best out of the ever dynamic digital ecosystem, where speed is the necessity. We don’t believe data in its current avatar allows clients to take bold and beautiful decisions on customer centricity. And we believe, most attributions being tracked to paid efforts are contrary to the reality of the testimonial economy. We find it funny when “targeted” and “exposure” are used in the same breath. We are here to make a big difference to clients and compel the agencies to re-think.” 

S Yesudas spent over 2 decades in the media business, where he helped launch agencies for Lintas, Dentsu Aegis; scaled up existing ones for Trikaya Grey, RK Swamy BBDO and Initiative Media, both in India and overseas markets. In his professional journey, his last assignment was as Managing Director with Vizeum, a Dentsu Aegis Network company (DAN) and a brand he helped launch in India as its first employee.


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