Spirit W | Women are better at consumer understanding and strategizing: Carat's Sushma Jhaveri

Jhaveri tells Adgully about the work that makes her proud. Straightforward and to the point talk and here is what the lady had to say.

As a commerce and law graduate, Jhaveri started working in an NGO called "The Foundation Research for Community Health' (FRCH). After working there for close to 2 years, she joined Contract Advertising as Research Executive with the Account Planning team. " After almost 2 years again I shifted to media planning and buying department of Contract and hence started my journey in Media planning," she adds.

Talking about some of her work that she is really proud of, Jhaveri says, "Any work that has helped achieve an objective has made me feel very proud. Lot of work has not been "visible' but surely the work that won Emvies viz. Segmenting viewers by intensity of TV viewership, Pepsodent vignettes, Close Up corners in cinema and many others. Besides, I have also worked at micromarketing in detail, which is one area that am proud of. When in FRCH I have authored a book on TB NGOs in Western India."

She names two women leaders like Indira Gandhi and Aung San Suu Kyi as her inspiration. Two tough and headstrong ladies to be inspired by we think and as her- Do you feel women have an edge over men in the media space?

Jhaveri replies, "To an extent yes ' women are much better at consumer understanding and strategizing. They have eye for detail and better at micro understanding of market and consumer."

Being a service industry, she feels the media space is quite flexible and has adopted changes with every change in the environment quite well. "Organizationally, I don't see anything major that is lacking in the media industry," she adds.

When we ask her do you want to suggest a change in the way you are percieved, she says- "No comments."

So to the Spirit W lesson for today - keep the mystery going. A woman will never lose the quality to be a mystery to the man's world and will never lose the opportunity to surprise them. So to the mysterious species called Woman- Keep at it! | By Prabha Hegde [prabha(at)adgully.com]