MAM
Isobar Launches In-housing Solution
India: Isobar, a global digital agency, has launched an in-housing solution to help businesses remodel their marketing approach on their digital transformation journeys. Isobar’s In-housing solution, ‘Accelerate’ specifically enables clients to fast track their in-house capabilities, offering them a partnership that can quickly respond to business challenges and deliver custom solutions routed in a business’s insights and culture.
This in-housing solution will leverage Isobar’s strategic, technology and creative expertise to jump-start and accelerate client’s in-housing solutions. It will utilise the expertise of Isobar with the convenience of a specialist team deployed on site at a client’s office. The solution has been developed to provide clients with more control, transparency and visibility into their transformation journey, whilst connecting to the power of Isobar’s global network and creative, technology and innovation expertise.
This in-housing solution utilises Isobar’s capabilities across Marketing, Commerce, Products & Service Design and Consultancy offerings to meet a range of client in-housing needs. Isobar has demonstrated the delivery of in-housing projects across global markets, including global airline trade association IATA, in Switzerland and Gas & Oil company OK a.m.b.a., in Denmark.
The global solution will draw from existing resources across Isobar’s 6,500 strong network in Americas, EMEA and APAC, and includes Isobar’s global consultants and technologists.
This in-housing solution, ‘Accelerate’ offers four key services to help clients fast track their in-house capabilities –
Turnkey solutions to incubate and bootstrap in-house teams, drawing on Isobar’s award-winning experience, capabilities and credentials
Expert talent that can extend clients existing teams to help drive strategic initiatives within organisations
Consulting services on the processes, training and insights needed for clients to effectively in-house teams
Leveraging Isobar’s accelerators and products to enable businesses to increase velocity on clients in-housing their digital transformation journey
Sue McCusker, Global Chief Client Officer, Isobar, “With our in-housing solution, we offer the best of all worlds, with our teams providing leading, award-winning expertise in driving experience-led transformation powered by creativity, technology and data. The name ‘Accelerate’ reflects the integral role Isobar plays within a company during the marketing in-housing process and how it helps accelerate clients to better marketing efficiencies, transparency and control, to transform a businesses and brands.”
Prashant Mehta, Global Head of Delivery, Isobar, “This is an exciting development for us in delivering more strategic value for our clients, leveraging the fantastic talent and vertical experience we have across disciplines. We are truly proud of the impact that we have already created for our clients globally in their transformation journeys with our in-housing solutions and look forward to being a true partner for our clients.”
Shamsuddin Jasani, Group MD, Isobar South Asia states,” At Isobar, we’ve done some great work that has not only been appreciated by clients has also been recognized in the industry. We have strategic conversations and sit at the table and bring more value and work closely with our clients as a partner and not just an agency. We are already working with clients in India to bring this to life. I’m positive with ‘Accelerate’; we will bring in the right momentum and expertise required towards clients who are looking at in-housing their digital transformation journey.”
AD Agencies
Omnicom Advertising Asia assembles new regional leadership team
The group is betting that a blend of creative talent, cultural intelligence and AI-driven data can help brands stay relevant in the world’s most complex marketing region.
Asia has long been the market that humbles the overconfident. Omnicom Advertising Asia is determined not to be among them.
The group announced on Monday the formation of a new regional leadership team of six senior executives, reporting to Sean Donovan, president of OA Asia. The structure is designed to help brands navigate a fragmented, fast-moving consumer landscape and build what Donovan calls “long-term cultural relevance” — the kind that survives a news cycle, a platform shift and an algorithm update.
The team
The six appointments span creativity, innovation, strategy, intelligence, business development and marketing, covering the full arc from brand idea to commercial outcome.
Peter Khoury takes on the role of chief creative officer for OA Asia, Melissa Daniels becomes chief innovation officer, and Emmanuel Sabbagh steps up as chief strategy officer. All three take on expanded regional responsibilities while retaining their leadership positions at TBWA\Singapore.
Andreas Krasser broadens his remit to chief client partner for OA Asia, continuing simultaneously as chief executive of OA Hong Kong. Ellie Brocklehurst joins as chief growth and marketing officer, drawing on her previous stint as chief marketing officer for Asia at TBWA. Rounding out the team is S. Subramanyeswar, known in the industry as Subbu, who was appointed chief knowledge officer for OA Asia alongside his role as chief strategy officer of OA India, a position that followed the close of Omnicom’s acquisition of IPG.The pitch
The team will work in close collaboration with leadership across TBWA, McCann and BBDO throughout the OA Asia network, with a brief to cut through the noise of today’s consumer landscape and deliver creative solutions that, in the group’s framing, prove short-term performance while building long-term brand health.
Underpinning the new structure is OMNI, Omnicom’s AI-driven marketing intelligence platform. The platform draws cultural intelligence from across the group’s agency brands, with the stated aim of ensuring that data is not merely accurate but grounded in context — reflecting how people actually think, feel and behave, rather than how a spreadsheet might prefer them to.
Donovan frames the proposition in straightforward terms. “Asia is one of the most complex regions for marketers, but the opportunity here is immense,” he says. “We’ve built a team that simplifies the landscape, combining top talent with an Asia-first, future-focused mindset, and unprecedented access to resources.” The model, he adds, is designed to be plug-and-play, responding to client needs in collaboration with agencies and markets across the region. “More than expertise, it’s about giving clients the perspective, ambition and access to think beyond the next campaign.”
The new structure also strengthens connections across the broader Omnicom family, including its media, production and PR operations — a post-acquisition suite of capabilities that the group is evidently keen to deploy as a single, coherent offering.
In a region where consumer attention is fractured across dozens of platforms, languages and cultures, the real test will not be the org chart. It will be whether six smart people with the right tools can actually make brands matter. Omnicom is putting its money on yes.
