In her new role, she will be handling media planning of key corporate accounts like Colgate, Maruti and Telco. Besides, she will head media buying operations for the agency's clients.

Dhawan will bring to the organisation 20 years of experience in strategic planning and buying. She was president, Media Supermarket, the strategic buying and selling of iB&W. She was awarded the best planner and buyer of 1995 by Media Meet for managing the Videocon account.

Speaking to The Financial Express, Dhawan said she took up the new assignment as she wanted to be part of a global media organisation.

"There is a proliferation of media options taking place in the country. Television channels are mushrooming. Internet is growing. Convergence is happening. Media is being viewed as an investment and involves strategic thinking on planning and buying," she said. What will her work involve in Mediaedge? "I will be reassessing media inventory and giving strategic inputs on how to take the brand forward for higher media visibility.

This will mean going beyond traditional to non-traditional media and providing 360 degrees seamless solutions on the media front," she said.

Dhawan believed with the entry of global media companies, only a few big houses would survive in the long run. Mediaedge, which was launched in the country late last year, is among the top five media management companies in the world.