0101.Today appoints Adrian Mendonza as chief creative officer

MUMBAI: 0101.Today is putting creativity closer to the conversion journey, appointing veteran advertising executive Adrian Mendonza as its chief creative officer.

Mendonza will lead the creative function across the company’s Mumbai and Delhi operations, bringing greater creative depth to its integrated approach to data, media, communication and technology.

With more than two decades of experience, Mendonza has held senior creative roles at Rediffusion Brand Solutions, Rediffusion Y&R, Dentsu Marcom, R K Swamy BBDO, Mudra and Contract. During his career, he has worked with brands including BMW, Mercedes-Benz, Tata Trusts, Honda, Tata Motors, Airtel, Citibank and Suzlon, and has received several national and international creative honours.

The appointment also brings a familiar partnership back together. Mendonza previously worked with 0101.Today co-founder and managing partner Ajay Varma during their time at Rediffusion.

“Adrian and I go back to our Rediffusion days, and we have worked together on some wonderful projects. There has always been a great creative partnership between us. Having him now lead our creative operations is something I am genuinely excited about. The response from our clients has been equally encouraging,” said 0101.Today co-founder and managing partner Ajay Varma.

For 0101.Today, the appointment reflects its view that creative should not be treated as the final layer of a marketing campaign, but as a core part of driving conversion.

“Creative is not an end layer for us. It is fundamental to conversion. Data, technology, media and creative have to work together, and Adrian brings the creative depth and experience to make that happen. We are delighted to have him on board,” said 0101.Today co-founder and managing partner Mihir Mehta.

Mendonza said the team’s culture and ambition were key factors behind his decision to join.

“I am genuinely happy to be part of the 0101.Today team. Having spent time with the team and met some of the clients, what struck me was how warm, passionate and ambitious everyone is. There is a real desire to build something meaningful here, and I am excited to be part of that journey,” said Adrian Mendonza.

He added that the opportunity to combine creativity with data, technology and media was particularly exciting, especially when the objective is to create work that can influence both consumers and businesses.

The appointment comes as brands face increasingly fragmented consumer attention and growing pressure to demonstrate measurable returns from marketing. 0101.Today believes bringing creative, data, media and technology together can help turn audience insights into communication that drives engagement and action.

With Mendonza leading its creative operations, the company is looking to make creativity a more central part of its conversion-led proposition, connecting strong ideas with measurable business outcomes.