Mumbai: TBWA\India announced Satish Krishnamurthy has been named chief strategy officer, with immediate effect. Satish steps into the role previously held by Subramanian Krishnan who is taking on a part-time consulting role with the agency.
Before joining TBWA\India Satish was head of the strategy at Sideways Consulting based out of Mumbai. With 20 years of international strategic experience, Satish has worked at coveted agencies on Madison Avenue including Mad Dogs & Englishman, Naked Communications, and TBWA\Chiat\Day New York. He has also led brand strategy and communication planning for clients such as Google, Flipkart, Coca-Cola, Nokia, J&J, Kia Motors, Procter & Gamble, Disney India.
Said Govind Pandey, chief executive officer, TBWA\India, “Satish is a leading strategist in India with 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 further 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 we will continue to benefit from his experience as he continues with the agency as a Consultant and Mentor.”
Satish has been an early advocate of behavioral 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 behaviors of those who regularly trespass. A result, the campaign remains one of the most socially impactful for Indian Railways.
At Sideways Consulting, Satish 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.
Commented Satish: “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 the 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.”
