TBWA\India has announced that Satish Krishnamurthy will be the Chief Strategy Officer with immediate effect. Krishnamurthy steps into the role previously held by Subramanian Krishnan, who is taking on a part-time consulting role with the agency.
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Before joining TBWA\India, Krishnamurthy was Head of Strategy at Sideways Consulting based in Mumbai. With 20 years of international strategic experience, Krishnamurthy has worked with coveted agencies on Madison Avenue, including Mad Dogs and Englishman, Naked Communications and TBWA\Chiat\Day New York. He has led brand strategy and communication planning for clients such as Google, FlipKart, Coca Cola, Nokia, J&J, Kia Motors, Procter & Gamble and Disney India.
Govind Pandey, Chief Executive Officer, TBWA\India, said, “Satish is a leading strategist in India of global stature and knows how brands drive businesses growth in these times. We are delighted to have him on board as the agency is transforming and evolving its operating system to DisruptionX.
“We would also like to take this opportunity to thank Subu for his commitment and passion to drive our businesses forward and are delighted that we will continue to benefit from his experience as he continues with the agency as a Consultant and Mentor.”
Krishnamurthy has been an early advocate of behavioural architecture in India. While working with Final Mile on a campaign for the Indian Railways to save trespassers lives, he spent six months observing and blending into the communities to understand the behaviours of those who regularly trespass. The campaign remains one of the most socially impactful for Indian Railways.
At Sideways Consulting, Krishnamurthy was instrumental in driving interventions across the entire customer journey. He has impacted brand results across service design, product design, strategic consulting, advertising and experience design.
Krishnamurthy said, “Consumers don’t break down online and offline separately, it’s all an integrated experience for them. We have to create strategy to consider all moments of truth where consumer friction exists. If we build for the entire experience, we can deliver disproportionate outcomes for clients.
“I’m looking forward to returning to TBWA; their methodology and philosophy of disruption is something I’ve valued since I first joined the Collective in NY in 2005.”
TBWA creates disruptive ideas that locate and involve brands in culture, giving them a larger share of the future. Their collective has 11,300 creative minds across 275 offices in 95 countries, and includes brands such as Auditoire, Digital Arts Network (DAN), eg+ worldwide, GMR, TBWA\Media Arts Lab, TBWA\WorldHealth and TRO. Global clients include adidas, Apple, Gatorade, Henkel, Hilton Hotels, McDonald's, Nissan and Singapore Airlines.