15 to Watch (Agency): Lavanya DJ

Director, Gutenberg Communications Age: 29

The first employee at Gutenberg Communications, Lavanya DJ has risen from intern to director in five years and has helped the firm grow exponentially along the way. Based in New York City, DJ has led several successful campaigns and developed international brands. As the account lead for Wipro Technologies, DJ has helped establish the brand as a major competitor to IBM and Accenture.

b2b Versus b2c

“Due to the global nature of my clients and company, I try to identify the best mix of social media platforms relevant for different geographies,” she says. “I also think developing a social media strategy for b2b companies is very different than it is for b2c organizations, but this is a creative challenge that I enjoy tackling.”

Tackling India’s Enron

“In December 2008 the CEO of a leading Indian IT services company admitted to accounting fraud. Branding it ‘India’s Enron,’ every major Indian, U.S. and international top-tier publication picked up the news within hours. One of my clients is a direct competitor to this firm. After advising my client to proactively comment on the scandal, we secured media coverage in the same top-tier business and trade press that first covered the situation, including The Wall Street Journal and The New York Times. This helped disassociate the client from the scandal and positioned them as an industry thought leader high above the fray.”

Open Collaboration

“I take pride in knowing we have built a great creative space here at Gutenberg. We welcome anyone on the team, regardless of designation or seniority, to fearlessly suggest new projects, ideas and different perspectives.” ■

December 7, 2009