MAM
Grey strengthens A-Pac team with triple hire
MUMBAI: Grey Group has unveiled a set of triple hires in a move to bolster its leadership core in Asia, with a special focus on Grey Group Singapore. The trio will play an instrumental role in deepening Grey Group Singapore’s creative offerings and creative processes, as well as drive the ongoing digital transformation of the company, across the region. The senior appointments demonstrate Grey’s commitment to design a path for repositioning and expanding its services, in order to focus on growth as well as meet clients’ needs through famously effective work.
Måns Tesch comes on board in the newly created role of Chief Strategy Officer for Grey Group Asia Pacific in order to lead the strategy teams and set the strategic direction across the region and to oversee Grey’s continued immersion into the areas of innovation, mobile and social.
A well-respected and accomplished strategic and digital veteran he joins Grey from Crispin Porter + Bogusky where he was Chief Strategy Officer for Scandinavia. He led strategy and planning in Stockholm, Gothenburg and Copenhagen, working across the entire client spectrum including; Arla, Carlsberg, Ikea, Infiniti, Scania and Sony.
Earlier in his career, in 1996, he co-founded Tesch & Tesch, a pioneering creative hotshop in Stockholm which quickly established itself as one of the top digital creative agencies in Northern Europe. In 2002 they were acquired by Lowe Worldwide and became known as Lowe Tesch before merging with leading Scandinavian agency Lowe Brindfors, in 2007. Thereafter, Måns was named Global Digital Strategy Director at Lowe Worldwide and based out of London, he developed the digital efforts of the Lowe network around the world whilst working with their global clients, Nestlé, Stella Artois, Unilever and Nokia, amongst others.
In 2008, Måns took on the role of Digital Strategy Director at Fallon in London before re-launching Tesch in 2010 as a strategic and creative consultancy, advising brands such as Cadbury, LVMH, Samsung, Spotify & Unilever, on how to become more relevant through innovation.
Måns joined Razorfish as Executive Strategy Director in March 2013 where he worked with names such as Argos, BlackBerry, DHL, and McDonalds and won new clients including; Beats by Dre, JP Morgan, Novartis and Spotify. This was followed by a stint at Wieden + Kennedy in London working on Samsung’s Olympic Sponsorship and the launch of Angry Birds 2.
Måns is one of the world’s most awarded strategists and has been recognized as a ‘Digital Pioneer’ by the FWA (world’s leading community for digital creativity). He has participated on numerous jury panels including Campaign Big Awards, Creative Circle, and D&AD and is a sought-after speaker having chaired Creative Review’s annual “Click”-conference, and spoken at seminars such as The Guardian’s Changing Media Summit, Ad Tech London, and held lectures at Hyper Island.
Marthinus Strydom has been appointed to the role of Global Creative Leader, Team GSK, Grey Group Singapore. He will work closely with Ali Shabaz (Chief Creative Officer, Grey Group, South East Asia) to set the overall creative direction for Grey’s GSK operations. In line with the agency’s reputation for creative excellence, he will be responsible for fostering an even-deeper culture of creativity and accelerate Team GSK’s digital transformation. Over the span of his much-lauded career, Marthinus’ work has been recognized at the D&AD, Webby, Cannes, One Show, Effies, and has been featured on the Gunn Report and other prominent industry publications.
Originally from South Africa, Marthinus has called Singapore home for the past 12 years. Prior to Grey, he did a six-year stint as a Creative Director of BBH Asia Pacific (Singapore), where he led several memorable projects for the likes of Google, IKEA, UOB Bank, Chupa Chups, and Vaseline. In an earlier role as Digital Associate Creative Director at BBDO (New York), Marthinus was credited for the development of groundbreaking integrated work for A-list clients including AT&T and GE.
The appointments of Måns and Marthinus follow that of key senior hire, Neil Cotton, who has joined in the dual role of Global Strategy Director for GSK and Chief Strategy Officer (CSO) for Grey Group Singapore. His career has seen him collaborate with many exciting brands such as Coca Cola, Johnson & Johnson, Heineken, Audi, IBM, and Nokia, amongst others.
Prior to Grey, Neil was the founder of Liberty Networks, a brand and innovation consultancy with Unilever, Infiniti, OCBC, and Channel News Asia amongst its clientele. An industry veteran of 27 years, he has previously held a number of senior leadership roles including; Senior Partner & Worldwide Group Planning Director (1992-2002) at Ogilvy & Mather, New York, where he worked on IBM’s fast growing software business as well as assisting the client with several big acquisitions and partnerships. Neil then went on to become the Regional Head of Planning (2002-2005) at Bates, Hong Kong (HK), and was instrumental in building the planning function and re-positioning the Bates network before it was acquired by WPP. In 2005, he joined Lowe Worldwide, HK, as the Regional Chief Strategy Officer (2005-2007) and was widely credited with bringing in the planning discipline to their Asia operations. Neil was also the founder of GMT+8 Consulting, HK/Shanghai (2007-2009), where he worked with agencies and clients to find solutions to big strategic communications problems. From 2009-2011, he took on the role of Regional Chief Strategy Officer at Young & Rubicam, Singapore, and was attributed as a key contributor in developing their planning resources.
A true globetrotter and citizen of the world, he has lived across several geographies including Singapore, Hong Kong, New York, and London.
The group’s Asia Pacific, Middle East, & Africa chairman & CEO Nirvik Singh said: “In order to enhance Grey’s core leadership team, we continue to hire world-class talent in Neil Cotton and Marthinus Strydom. They have deep knowledge and proven track records in their specific areas of expertise and their roles are directed towards delivering our very best for our clients.”
On having Måns Tesch on board, he commented: “In today’s dynamic environment, strategy, data and technology all play a crucial role and Måns is one of the world’s most experienced in this field. We want to take Grey to the next level and there is no better person to help us achieve this goal.”
MAM
Barista partners Ginny Weds Sunny 2 with mango campaign
Cafe chain blends cinema buzz with summer menu and 20 per cent offer.
MUMBAI: Love may brew slowly, but marketing clearly doesn’t especially when coffee meets cinema and mangoes steal the spotlight. Barista Coffee Company has partnered with the upcoming hindi film Ginny Weds Sunny 2 as its official beverage partner, in a move aimed at tapping into youth culture through entertainment-led engagement. The collaboration is not just a logo placement exercise. Instead, Barista is translating the film’s high-energy vibe into its cafés with a themed summer menu titled “Main Hoon Mango”, accompanied by a limited-period 20 per cent discount on combo offerings across outlets.
Actors Medha Shankr and Avinash Tiwary feature in the campaign, seen engaging with the mango-themed menu inside Barista cafés, a visual cue designed to blur the lines between reel and real-life consumption moments.
The strategy reflects a broader shift in how consumer brands are leveraging hindi film industry not just for visibility, but for immersive, on-ground engagement. By embedding the film’s narrative into its product experience, Barista is aiming to drive footfall, especially among younger audiences who increasingly seek experiential touchpoints over traditional advertising.
Barista Coffee Company CEO Rajat Agrawal described the partnership as both a branding and growth play, focused on expanding reach beyond the existing customer base and aligning with evolving consumer preferences.
The emphasis on a seasonal, flavour-led hook mango, one of India’s most culturally resonant ingredients adds a timely layer to the campaign, aligning with summer consumption trends while riding on the film’s promotional momentum.
For Barista, the move is part of a larger positioning shift. Rather than operating purely as a coffee retail chain, the brand is increasingly framing itself as a lifestyle destination, one that intersects with entertainment, conversation and shared experiences. By integrating cinema into its physical spaces, Barista is effectively turning cafés into micro-extensions of the film’s universe, where consumers do not just watch a story unfold but participate in it sip by sip.
The 20 per cent offer further nudges trial, lowering the barrier for consumers to engage with the themed menu while amplifying recall through a tangible incentive.
Brand-film collaborations are hardly new, but their execution is evolving. Where earlier partnerships relied on co-branded ads or product placements, the current playbook leans towards immersive storytelling and retail integration.
In that sense, Barista’s “Main Hoon Mango” push is less about promotion and more about participation inviting consumers to experience a slice of the film within a familiar, everyday setting. As the film industry continues to act as a cultural amplifier, such partnerships underline a growing truth, in today’s attention economy, it is not enough to be seen brands must be experienced.
And if that experience comes with a mango twist and a cinematic backdrop, all the better.
