MAM
How brands can take the sustainability leap
Mumbai: Rising global temperatures and environmental degradation has left the world on the cusp of major climate change. The slow, yet discernible impact of these changes has been seen across all major sectors, leading brands to make a conscious choice to protect the environment while catering to their consumers’ needs.
A recent BBC Global News study also revealed that 80 per cent of consumers in the Asia Pacific agree that demonstrating a commitment to sustainability adds value to the brand. Consumers expect action, not empty promises, from brands on sustainability. They are becoming ever more aware of their choices and expect brands to take responsibility towards following sustainable practices.
Some of these stories will take centre stage at the virtual webinar – ‘Taking the Sustainability leap’ being organised by BBC News in collaboration with Indiantelevision.com on 23 September. The hour-long event starting at 3 p.m. will witness insightful discussions with some of the leading brands who have taken the sustainability plunge.
“Without a significant change in current consumption and production patterns, the world will face strong environmental and economic costs such as those caused by projected climate change. Therefore, there must be a change in how we satisfy our needs if we want to achieve sustainable development and maintain the Earth’s capacity to satisfy the needs of future generations which consumers are becoming increasingly aware of,” said BBC Global News, senior VP, Commercial Development – Asia Pacific, Australia and New Zealand, Alistair McEwan.
The attendees will get an opportunity to hear inspiring stories from sustainability leaders across the globe, as they share case studies. This will include stories of building a fashion collection created by rescued luxury fabric, and much more. BBC will also share insights on forging an effective sustainability journey, and how brands can create a competitive advantage through innovative and sustainable marketing services.
The event will begin with introductory remarks from BBC Global News, SVP Commercial Development, Alistair McEwan. It will proceed with a panel discussion on ‘Leading with Innovation and Inspiration’ to be led by The R Collective founder and CEO Christina Dean, Climate Force founder Barney Swan, The Fabrick lab founder Elaine Yan Ling Ng, and Sophie’s BioNutrients co-founder and CEO Eugene Wang
Other key speakers at the event include Maruti Suzuki India, assistant vice president-sustainability and carbon neutrality G P Chaddha, Godrej Group, head-environmental sustainability Ram Vaidyanathan, Tata Consultancy Services, head of sustainability marketing, Preeti Gandhi, Lenovo, head of communications, Asia Pacific, Geneviene Hilton, and Honasa Consumer Pvt Ltd (MamaEarth) vice-president marketing Sambit Dash.
BBC Future Planet editor Martha Henriques will throw light on how BBC is doing its part of the sustainability of the planet. BBC Future Planet is the first major online publication launched in 2020, with a sole focus on climate change that also aims to be as close to zero carbon as possible. BBC StoryWorks APAC director Nicola Eliot will discuss how brands are partnering with the BBC to tell their sustainability stories.
To join the conversation, register: https://indiantelevision.com/events/taking-the-sustainability-leap/event-platform/registration.php
AD Agencies
WPP appoints Hephzibah Pathak CEO of WPP Creative India
Ogilvy India chair takes charge of unified creative model in key market
NEW DELHI: WPP has appointed Hephzibah Pathak as chief executive officer of WPP Creative India, putting a local leader at the helm of its newly created creative operating model in one of its most important growth markets.
The move brings clarity to how WPP’s global restructuring will play out in India, weeks after the group unveiled WPP Creative as part of its Elevate28 strategy. The unit sits alongside WPP Media, WPP Production and WPP Enterprise Solutions, and is designed to simplify what the company previously described as an overly complex structure.
Pathak, who continues as executive chairperson of Ogilvy India, will represent all agencies under the WPP Creative umbrella in India. Her role centres on driving integration across brands, expanding capabilities and ensuring clients can tap into the network’s full talent pool without friction.
WPP said Pathak will work closely with agency brand CEOs to “enhance integration, expand capabilities, and ensure seamless client access”, while maintaining the distinct identities of its agencies.
The portfolio under WPP Creative includes leading networks such as VML, Landor, AKQA and Grey, along with Burson and its affiliated firms. Leaders across these agencies will now report into Pathak, even as each brand continues to operate independently within a unified system.
The appointment also formalises a dual-track strategy in India, preserving agency identities while accelerating collaboration. Pathak is expected to work closely with media leadership to align creative and media capabilities, reflecting growing client demand for integrated, multi-market solutions.
WPP Creative global CEO Jon Cook has described the unit as “not an agency” but an operating system that helps creative, design and PR brands work together more effectively. The group has been clear that it is not merging or phasing out legacy agency brands, instead aiming to reduce complexity on the client side.
Pathak brings nearly three decades of experience within the network, having joined in 1997 and held roles ranging from Mumbai office head to chief client officer. She made history in 2024 as the first woman to lead Ogilvy India in its 95-year presence in the country.
Her expanded mandate positions India at the centre of WPP’s Asia-Pacific strategy, with a focus on strengthening brand presence, deepening client relationships and unlocking growth in a fast-evolving market.
The appointment signals WPP’s intent to move beyond the traditional holding company model towards a more integrated, AI-enabled structure. With Pathak now steering WPP Creative India, the group appears set to test whether simpler structures can indeed deliver sharper creative outcomes.
