MAM
Accenture launches experience activation network to power growth for World’s leading brands
MUMBAI: Accenture has opened a center in Mumbai that serves as the centerpiece of its new “experience activation network,” a collection of state-of-the-art sites worldwide that are dedicated to powering brand experiences that deliver marketing-led growth.
The experience activation network is part of Accenture Interactive Operations — the marketing managed services arm of Accenture Interactive— which harnesses talent, technology, and process innovation through SynOps for Marketing, to deliver dynamic brand experiences across all consumer touchpoints and channels.
Occupying two floors of its Intelligent Operations Center in Mumbai, Accenture’s new experience activation center includes dedicated design thinking spaces, immersive demonstration zones and interactive digital surfaces, as well as open collaboration zones for clients to co-create alongside industry-specialized teams.
Among those at the center’s opening today were executives from a number of marketing pioneers — including GlaxoSmithKline, Radisson Hotel Group, Shell and others — that have embarked on bold marketing transformations with Accenture, using emerging technology, a global shared services model and process innovation to drive experiential-led growth.
“With the customer experience increasingly a driver of competitive advantage and sustained growth, the marketing function is emerging as a new organizational superpower,” said Debbie Polishook, group chief executive of Accenture Operations. “Our experience activation network is helping clients stay one step ahead of the convergence of the front and back office by enabling CMOs to transform their operating models and capitalize on the growth opportunity ahead of them.”
Key targets for the new center include chief marketing officers and other marketing executives, many of whom are struggling to meet the rapidly evolving needs of consumers. In fact, recent research from Accenture found while only one-sixth (17%) of nearly 1,000 CMOs surveyed know how to transform their operating models to deliver hyper-relevant customer experiences at a global scale, organizations that do deliver such experiences generate shareholder returns 11% higher than those of their industry peers.
Beyond the Mumbai location, the global experience activation network includes similar centers in Turin, Italy; Malaga, Spain; Warsaw, Poland; Dalian, China; and Costa Rica. These centers are connected to more than 100 Accenture locations worldwide to seamlessly bring the best of the company’s investments in innovation to clients anywhere in the world.
In addition, the experience activation network is among the world’s largest concentration of marketing activation experts, bringing together tens of thousands of professionals worldwide that include data scientists, graphic designers, platform practitioners, content production specialists, programmatic experts and ecommerce experts.
“We have built a model for a new generation of marketers who must deliver a meaningful and connected customer experience across all touchpoints and channels,” said Nikki Mendonça, president of Accenture Interactive Operations. “Our experience activation network powers a marketing-led growth agenda by harnessing all the skills, assets and capabilities our clients need to activate, operate and scale customer experiences with greater speed, scale and agility.”
The experience activation network will take full advantage of the latest managed services from Accenture Interactive Operations, which include:
Next-generation content services to amplify content at scale and drive dynamic personalized experiences using the latest techniques and technologies.
Digital marketing services to activate digital channels dynamically to grow marketing-led revenue, using proprietary algorithms and machine-learning intelligence, and deliver personalized, seamless brand experiences.
Programmatic media services to drive growth by executing multi-platform paid media activity programmatically and with full transparency to improve top and bottom-line results.
eCommerce services to boost digital sales by enabling customers to discover what they want, find what they are searching for, and buy what they want the way they want it.
Brands
Tessolve lands a semiconductor veteran to drive its next big push
Ravi Kumar Chirugudu, who started his career at ISRO and has spent 35 years building chips and companies, joins the Bengaluru-based firm as president and chief operating officer
BENGALURU: Tessolve has never been shy about its ambitions. The Bengaluru-based engineering services firm already counts 18 of the world’s top 20 semiconductor companies among its clients, employs more than 3,500 engineers across 12 countries, and last year pocketed a $150m investment from TPG. Now it has hired the executive it believes can turn those assets into something bigger. Ravi Kumar Chirugudu, a 35-year semiconductor veteran who once built satellite payloads for ISRO and has since scaled engineering organisations across three continents, joins as president and chief operating officer, effective immediately.
THE MAN AND THE MANDATE
The appointment is, by any measure, a serious hire. Ravi Kumar Chirugudu comes to Tessolve after senior leadership stints at HCL Technologies, Altran and Wipro, where he managed large profit-and-loss portfolios and oversaw cross-regional teams. Over the course of his career, he has been instrumental in bringing more than 1,000 new products to market across the high-tech, energy and manufacturing verticals. Before the private sector claimed him, he began his working life as a scientist at the Indian Space Research Organisation, contributing to research and development in charge-coupled device technology and satellite payloads, a foundation that shaped everything that followed.
In his new role, he will lead Tessolve’s global growth strategy: expanding its engineering capabilities, deepening customer relationships and accelerating innovation across semiconductor and high-performance computing domains. The brief is broad, but the context is specific. Tessolve operates in the $550 billion global semiconductor market, and its recent moves, the acquisition of Germany’s Dream Chip Technologies and the TPG funding round, have sharpened both its reach and its expectations.
Srini Chinamilli, co-founder and chief executive of Tessolve, is characteristically direct about why Ravi Kumar Chirugudu was the choice:
“As we scale our global semiconductor and system engineering capabilities, Ravi’s appointment marks an important step forward. As global semiconductor demand continues to accelerate across industries, it is creating significant opportunities across the semiconductor lifecycle, from design, packaging, validation and systems integration. Ravi’s deep knowledge and leadership in this ecosystem brings the right mix of industry expertise, customer connect and execution capability, which will play a key role in strengthening our position as a trusted global engineering partner and reinforcing our market leadership.”
THE NEW ARRIVAL SPEAKS
Ravi Kumar Chirugudu, for his part, frames the move in terms of timing and culture, two factors that veteran executives tend to weigh as heavily as title or compensation:
“I am happy to join Tessolve at a time when the industry is rapidly evolving towards more complex, AI-driven systems. What stands out to me is its strong people-first culture and its commitment to bringing value to its customers. The strength of its global team, combined with its deep expertise in semiconductor innovation and next-generation product engineering, creates a solid foundation to build differentiated, scalable solutions. I look forward to working closely with the team to drive strategic growth and strengthen its role in shaping the global semiconductor ecosystem.”
The reference to AI-driven systems is not incidental. The semiconductor industry is in the midst of a structural reshaping, driven by the insatiable compute demands of artificial intelligence. For engineering services firms like Tessolve, which offers end-to-end capabilities from silicon design to packaged parts and invests in high-performance computing, high-speed interfaces, photonics and 5G, the moment is both an opportunity and a test. The company says it is well positioned to capture the next wave of industry growth. Ravi Kumar Chirugudu is now the person who has to prove it.
He came in from outer space, literally, and spent three decades learning how the semiconductor industry works from the inside out. Now Tessolve is betting that accumulated knowledge can help it cross the next frontier. In the $550 billion global chip market, the gap between ambition and execution is measured in engineering hours and leadership quality. Tessolve has just gone shopping for both.
