Blog Post

MDC Taps GroupM’s Kochhar To Expand Demand Side Platform

Varick Media Management, a unit of ad agency MDC, has hired media buying vet Neeraj Kochhar as its president. Kochhar steps into the post previously held by VMM’s founder, Darren Herman, who in January 2010 relinquished his day-to-day responsibilities as president in order to serve full time as the chief digital media officer for MDC’s kirshenbaum bond senecal + partners and The Media Kitchen. Herman is keeping his seat on VMM’s board.

VMM is something of a demand side platform. It’s positioning itself as a bridge to ad exchanges for marketers and agencies.

Kochhar joins VMM from GroupM Interaction, the media buyer’s digital arm. He served as managing partner, director of operations for the last two years. In that role, he headed up the effort to get more automation and standardization across all steps of the digital media buying process. Kochhar was also heavily involved in focusing the agency’s approach to ad nets and exchanges.

Before joining GroupM, Kochhar was the VP, director of search at Publicis’ Starcom MediaVest Group. Kochhar was responsible for the launch and expansion of SMG Search