AD Agencies
Syed Amjad Ali launches content & brand strategy platform Catalysts
NEW DELHI: One of the founding members and former president of Mullen Lowe Lintas, Syed Amjad Ali has announced the launch of his own start-up – Catalysts. The newfound agency will focus on content and brand strategy.
Ali had moved on from Mullen Lintas earlier this month, after spending more than 25 years at the company.
As shared by Catalysts in a press statement, the agency is working on two pillars: content and consulting services. It proposes to move into other verticals through partnerships. Catalysts will particularly leverage data and communicate meaningfully on non-TV assets.
"The pandemic shifted goal posts and threw open opportunities. As budgets shrank, resources became tight and consumer attitudes shifted, efficiency and efficacy became more important. Locations became irrelevant. Virtual meetings enhanced punctuality and conversations became fruitful. This shift mandated a new sensibility, a new attitude and a new thought process. It can no longer be business as usual. However, given the size and baggage of the legacy setups, the struggle to change will continue. Next year, we would be at least five years ahead of time; it’s that kind of shift. One needs to be nimble in order to catch up. That’s at the heart of this opportunity. This process might have started long ago but the pandemic made it real and accelerated it," the statement read.
Catalysts comes with the promise to always hunt for interesting brand stories no matter where they come from, and then collaborate and explore how best it can be told. The communication will be customised and tailor-made to fulfil aspirations.
AD Agencies
WPP and Ogilvy top the global charts as India joins the creative elite: Warc rankings
A record five-year streak for Ogilvy while India secures a top five global spot
MUMBAI: The global advertising world has a familiar king, but a new powerhouse is gatecrashing the palace. In the latest Warc Creative 100 rankings, the industry’s definitive audit of excellence, WPP has once again been crowned the top holding company. Not to be outdone, its crown jewel, Ogilvy, has secured the top network spot for a staggering fifth consecutive year.
It is a “five-peat” that proves Ogilvy’s creative engine is not just running but purring. While many networks rely on one or two superstar offices to carry the load, Ogilvy’s dominance is a team effort across the globe. Hot on their heels is sister agency VML, which took the silver medal for networks, ensuring a WPP clean sweep at the very top of the podium.
The biggest noise, however, is coming from the East. India has officially vaulted into the top five most creative nations on Earth. Once viewed primarily as a back-office for production, the country is now a front-row leader in imagination. Driven by the brilliance of agencies like Ogilvy Mumbai and Leo Burnett India, the nation is proving that its work does more than just look good on a trophy shelf. In a market where every rupee must work twice as hard, Indian campaigns are blending high-concept artistry with ruthless commercial effectiveness.
The individual accolades saw Heineken toast to success as the top brand, finally knocking Apple off its perch. Unilever remains the world’s most awarded advertiser, proving that big business can still have a big heart through its work for Dove and Vaseline.
The title of the world’s most creative campaign went to Publicis Conseil Paris for their AXA “Three Words” initiative. By subtly adding “and domestic violence” to insurance policies to provide immediate relocation cover, the agency proved that the best advertising doesn’t just sell a service, it provides one.
The 2026 rankings also signal a shift in the industry’s DNA. The era of boring business-to-business marketing is dead, with B2B campaigns cracking the top ten for the first time. Meanwhile, artificial intelligence has moved past the gimmick stage. The winners this year used tech not for the sake of a trend, but to drive genuine human emotion.
Whether it is Paris providing a safety net for the vulnerable or India redefining the global creative order, the message from this year’s Warc rankings is clear. The best work in the world is no longer just about catching the eye, it is about changing the world.
