MAM
New language of advertising, more collaboration within brands on rise post-Covid2019
MUMBAI: Wunderman Thompson Intelligence has pinpointed the trends and behaviours that define the new world, as business and consumers respond to the Covid2019 pandemic. Wunderman Thompson’s new report, ‘The Future 100 2.0.20,’ is a follow-up to its ‘The Future 100’ report released in January and highlights 20 key trends that have been fast-tracked by the outbreak, as well as five new trends that have come to light.
The global lockdown has given people time to reflect on their values, highlighting the importance of community, the need for better public health regulations, and the drive to protect future generations. In order to thrive in this new landscape, brands and marketers must address these new consumer attitudes.
Optimism on the rise: The report finds that despite the rise of anxiety levels, consumers are also seeking hope and positivity in the form of uplifting stories and programs to inspire future generations.
The new language of advertising: Regulations around flattening the COVID-19 curve have led to a less touch-oriented world. Brands and advertisers are rethinking communication strategies in order to bring people together without the need to congregate physically.
The gaming multiverse: The report also highlights the popularity of gaming and its versatility, providing an outlet for companionship, education and stress-relief.
Brands move from competing to collaborating: Competitive brands are increasingly putting aside old rivalries and working together for the greater good. There has been increased investment in vital services, with Apple and Google collaborating on a contact-tracking app, while GSK and Sanofi join forces in the search for a Covid2019 vaccine.
Other emerging trends include the rise of gamescape travel as the tourism industry taps into new virtual worlds in search of escapism, and novel dining formats as restaurants rethink the dining experience.
We will also see the rise of anti-consumerism, with shoppers focusing on essentials and becoming more mindful in their purchasing habits. In addition, new payment gestures will grow with the acceleration of frictionless payments and contactless throughout the entire purchase process, including delivery.
Brands
FSS names Anand Krishnamurthi head of global digital delivery
Tech veteran to drive AI-first, cloud-led transformation in payments globally
CHENNAI: Financial Software and Systems (FSS), an AI-first payment infrastructure company, has appointed Anand Krishnamurthi as head of global digital delivery.
In his new role, Anand Krishnamurthi will lead FSS’s global digital delivery capabilities, focusing on AI-first and cloud-led transformation while ensuring predictable, high-quality outcomes for customers worldwide. He will be based in Chennai and report to V. Balasubramanian, CEO of FSS.
Bringing 28 years of experience in technology and digital transformation across banking, capital markets, financial services, and insurance, Anand has held senior leadership positions at Cognizant and NuSummit. He is recognised for scaling multi-geography delivery teams, leading mission-critical platforms, and embedding AI-driven automation in complex, regulated environments.
“What drew me to FSS is its deep payments expertise, strong product DNA, and the scale at which its platforms power real-world financial ecosystems,” said Anand Krishnamurthi. “I aim to strengthen delivery predictability, execution rigor, and engineering quality, building empowered teams that deliver measurable customer outcomes. FSS has a unique opportunity to create real-time, AI-infused payments infrastructure that is resilient, secure, and globally scalable.”
V. Balasubramanian added, “Anand’s track record in leading multi-geography delivery programs and AI-first operating models makes him the ideal leader for FSS as we accelerate our AI-driven digital payments business. His leadership will help us raise the bar for outcomes globally.”
This appointment is part of FSS’s broader push to build an AI-powered, cloud-native delivery organisation capable of meeting the evolving needs of banks, fintechs, and financial institutions worldwide.
