SMG appoints CVL Srinivas as MD, LiquidThread APAC & Chairman, SMG India

Starcom MediaVest Group announced that CVL Srinivas has been appointed Managing Director, LiquidThread ' APAC and Chairman, Starcom MediaVest Group, India.Srinivas will report to Andrew Swinand ' President, Global Operations, SMG and Brian Terkelsen ' President and Managing Director, LiquidThread, SMG. He will work closely with Srikant Sastri, Country Chair - VivaKi India and will be a member of the SMG Global Management Group.

Given the growing importance of India, SMG has created the position of Chairman to oversee the India operation. A dedicated CEO for SMG India will be appointed soon.

Speaking on the appointment, Andrew Swinand, said, "We are delighted to have found an extraordinary leader for SMG India, and for our growing LiquidThread operations in APAC. Srini brings with him nearly two decades of business experience and we are excited about him being part of the SMG family. We are confident that he will make a strategic difference to our India business and drive the Human Experience Company philosophy"

Brian Terkelsen said "Srini will have the responsibility of heading LiquidThread in the region. LiquidThread moves beyond simply placing brands in ready-made entertainment properties.We combine an all-screen approach with rich human understanding to create and curate content that will reach specific audiences. We welcome Srini, who will spearhead the LiquidThread offering in the APAC region."

On the new role, CVL Srinivas said, "SMG's promise to be the Human Experience Company is fascinating and future-focused. I look forward to working closely with the teams at LiquidThread and SMG to translate this vision into tangible value for our clients". "

Srinivas will take charge with effect from 5th January 2011 and will be based in New Delhi.

LiquidThread represents the next stage of audience aggregation and content development for SMG. In line with the network's digital, open source approach, LiquidThread will increase the scale and innovation of SMG's content creation, moving beyond branded entertainment to create communities, conversations and advocates for brand properties. LiquidThread was launched in the US in April 2010 and will now be rolled out across the Asia-Pacific region.

CVL Srinivas has a Bachelor's in Mechanical Engineering from BITS Pilani and a Masters in Business Administration from XLRI Jamshedpur. He has previously worked at Maxus and Madison in leadership positions and was part of the start-up team at Fulcrum (now Mindshare-Fulcrum) on the Unilever business. His latest assignment was at The Times Group as Director ' Private Treaties.