MTV, the youth brand of Viacom18, has roped in Ryan Mendonca as the Head of Creative for its youth business, which includes MTV and MTV Beats. Mendonca will be reporting to Ferzad Palia, Head, Youth and English Entertainment, Viacom18.
Mendonca has come from Ogilvy and Mather where he handled creative duties for brands such as Mondelez (Bournvita), ICICI Bank and BCCI (IPL) and has worked on several other brands such as Unilever (Dove, Ponds), Kodak, Perfetti, Star, Zigy, Apollo hospitals, Breakthrough Trust, Taj Holidays, World Gold Council and KFC among others. He has many accolades in his kitty, including Cannes Lions and The Advertising Club of India naming him Copywriter of the Year and Social Thinker of the year in 2009.
With more than a decade of experience in the world of advertising prior to joining MTV, Mendonca is known for being a man who lets his work speak for himself.
As he takes over the Head of Creative for MTV, Mendonca’s primary responsibility will be to lead the team at MTV and MTV Beats to push the creative boundaries with brand communication across the MTV universe of TV, digital and branded content.
Palia said, “People are the biggest assets of our business and we are continuously looking for talent that believes in the power of MTV and are also hungry to push the envelope and challenge status quos. Mendonca is one of the hottest young creative minds in the industry today and going by the work that he has been doing, I believe he is the perfect fit for our multi-platform business, the MTV universe. Now, as we are gearing up for some exciting launches and with multiple new initiatives in the pipeline, Mendonca is going to have his hands full at MTV.”
About his new role, Mendonca said, “Like several others from my generation, I grew up on MTV. It showed us the way, it was our voice. Now I join that voice again. It’s a privilege to be working alongside the brightest minds in the industry. I look forward to the ride.”
His other laurels include being awarded at Cannes, The One Show, London International, Spikes Asia, WARC, Effies (India and Asia), AMEs and Young Guns to name a few.