MAM
FCB Worldwide undergoes organisational restructuring
MUMBAI: Marketing communications firm, FCB Worldwide, is replacing its regional-centric structure, in both the US and international operations, with what it is calling, global centers of excellence.
The company says, that the new structure will increase the autonomy of the operating offices while producing significant cost savings that can be reinvested in areas of the business that will enhance FCB’s offering to clients and help generate growth in the individual offices. Importantly, the new structure will help foster and facilitate an overall focus on the quality of the global creative product.
The FCB Centers of Excellence will initially include India, Brazil, Mexico, Puerto Rico, the UK and other countries. All the FCB Centers of Excellence meet the overall criteria of 1) Global client base. 2) Fully integrated offering. 3) Strong local market position. 4)
Excellent creative product. 5) Superior local management.
FCB Worldwide president and CEO, Steve Blamer, says, “Today’s global marketplace is changing rapidly. Old school agency networks and structures simply don’t work anymore. Agency networks need to adapt. Our global clients want better integrated creative solutions and a delivery system that makes it happen. The most significant element of this new structure is that it will allow us to target our resources closer to where they’re of most value to our global and local clients.”
In conjunction with the restructuring Blamer has named, Rafael de Guzman, as FCB International president and CEO who will report directly to Blamer. Gene Bartley, CEO of North America,will be retiring in January 2006 as planned. the Asia/Pacific & Africa CEO, Ben Barnes, and Europe/Middle East CEO, Scott Hollingsworth, will be leaving the company to pursue other interests.
The company says, that the newly established Centers of Excellence outside of the US will be overseen by de Guzman. . Blamer will directly oversee all US operations. Blamer added, “Rafael’s past successes have clearly demonstrated that he has the energy, vision and skill base necessary to lead FCB’s global efforts going forward”.
The leaders of the Centers of Excellence will form an international management board reporting directly to de Guzman and will help coordinate global and regional clients and pitch new ones.
MAM
Joy Personal Care rolls out Ubtan Face Wash TVC with Shah Rukh Khan
New film pairs star power with simple skincare pitch for summer glow
MUMBAI: Joy Personal Care has unveiled a new television commercial for its Ubtan Face Wash, bringing together Shah Rukh Khan and Sanya Malhotra in a light-hearted campaign aimed at simplifying everyday skincare choices.
The film, which marks the product’s television debut, is set in a retail environment where Malhotra is seen navigating a shelf full of options before Khan steps in with his trademark charm to offer a fuss-free solution. The narrative leans on humour and relatability, turning a routine purchase into a playful exchange.
At its core, the campaign promotes the brand’s ubtan-based formulation, which blends traditional ingredients such as turmeric, saffron and sandalwood to address common summer concerns like tanning and dullness. The messaging keeps things simple, positioning the product as an easy addition to daily routines rather than a complicated skincare step.
RSH Global co-founder and chairman Sunil Agarwal said, “As summer sets in and exposure to sun and heat intensifies, skincare concerns like tan and dullness become more pronounced. Consumers today are looking for solutions that deliver visible results while remaining easy to incorporate into daily routines.”
Echoing the consumer-first approach, RSH Global chief marketing officer Poulomi Roy said, “Through this campaign, we have brought that insight to life in a simple and engaging way, showing how Joy Ubtan Face Wash makes traditional skincare easy and effective. Shah Rukh Khan and Sanya Malhotra add relatability and charm, helping the product connect more strongly with audiences.”
Sharing his experience, Shah Rukh Khan said the campaign stood out for its simplicity and everyday appeal, while Sanya Malhotra highlighted the natural chemistry and playful tone of the shoot.
The campaign will be amplified across television, digital and social platforms, signalling a wider push as the brand looks to strengthen its position in the competitive face wash segment.
Part of RSH Global, Joy Personal Care continues to build visibility through celebrity-led campaigns and sports partnerships, including associations with Kolkata Knight Riders, Delhi Capitals and Gujarat Giants.
With familiar faces, a breezy storyline and a focus on everyday concerns, the latest campaign keeps things straightforward. In a crowded skincare aisle, sometimes the easiest answer is also the most effective one.
