AD Agencies
IdeateLab repositions as “The Outcome People”
Mumbai: In a move to mirror the evolving business & marketing ecosystem, IdeateLab – a leading independent digital-first marcom solutions provider – has repositioned itself as “The Outcome People.”
While most agencies and collaborations stop at output, IdeateLab seeks to go beyond and aim to deliver outcomes that truly matter to its clients.
“In the BANI world, getting the best output is not enough. In order to achieve the best outcomes, businesses need to create and embrace the best outcomes themselves. IdeateLab is partnering clients in bringing this mindset shift – to help reshape their thinking about their products & services in order to achieve business outcomes”, said IdeateLab chairman Dr. Bhaskar Das.
To reflect the new thinking and focus, the company has refreshed its identity and digital assets. IdeateLabs becomes IdeateLab, and dawns a crisper, contemporary logo.
The company has outlined three key pillars to engage with clients, such that ‘outcome’ becomes the currency:
Differentiated approach: IdeateLab starts at the Business Objective level, not just marketing or communication objective. And identifies the role it can play to make a visible and sustained difference to the clients’ business through its CEO (creative & consult, engage & execute, optimise & operate) framework.
Tailored solutions: No two businesses or brands are same. From data-backed insights, deep social listening to nuanced creative & content and advanced media optimization, IdeateLab crafts bespoke solutions that deliver outcomes. It is particularly geared to help MSMEs, entrepreneurs, and home-grown businesses. To the extent, that IdeateLab functions like their outsourced marketing function.
Partnership DNA: Ideatelab’s growth is truly linked to the growth of its clients. The operating model is designed on the principle of shared success – with a hybrid of fixed and variable elements. It’s a partnership based on collaboration, transparency and agreed outcomes.
“Ideate has always prided itself on the ability to adapt to changing times, hence over the last few months the leadership spent a lot of time discussing and brainstorming with our clients as well as Industry Leaders on how can we partner and create a true partnership model with our clients, whether a Startup looking to Scale or an Established Brand looking to diversify. This new avatar reflects that changed thinking that we bring on board,” said IdeateLab director Vrutika Dawda.
“We are looking to expand and sharpen the very definition of the word ‘idea’ in our vocabulary. Moving beyond the ‘what’ of output, at a campaign or social post level, we want to crack the ‘why’ of that outcome at the business level. So that a refreshing & tangible mashup of data, creativity and technology comes into play”, said IdeateLab chief creative officer Raman R.S. Minhas.
IdeateLab believes shifting the focus on outcomes is not only the need of the hour, but also a sure way to become future-ready.
AD Agencies
Publicis Brazil’s creative chief Mauro Ramalho lands the jury chair at Abby Awards 2026
Mauro Ramalho brings 25 years of global advertising firepower to the new creative commerce, use of data and B2B category at Goafest
GOA: The Abby Awards 2026, powered by The One Club and The One Show, has appointed Mauro Ramalho, chief creative officer of Publicis Brazil, as jury chair for its newly launched creative commerce, use of data and B2B category. The announcement, made on 18 March, signals the awards’ intent to bring serious international muscle to a category that sits squarely at the intersection of creativity and commercial performance.
Ramalho is not a name that needs much introduction in global advertising circles. Over 25 years spanning three countries, he has worked at some of the industry’s most creatively restless addresses. At AKQA in San Francisco, he worked across McDonald’s, Nike, Fox, Target, Kraft Foods and GAP, and helped lead “The Lost Ring” for McDonald’s, one of the first alternate reality campaigns and among the most awarded projects of its era. He later moved to Organic in Toronto, bridging the Detroit and Toronto offices on Dodge, Jeep and Chrysler, before spending over a decade building CUBOCC into one of Brazil’s most iconic and innovative independent agencies, which subsequently joined the IPG network.
A stint at FCB followed, where Ramalho led integrated work bridging online and offline, before he joined R/GA São Paulo as vice-president and executive creative director, stitching together the São Paulo office with New York, London, Portland and California on global clients including Verizon, Google, Meta, Samsung, American Express and Heineken. He now heads Publicis Brazil as its chief creative officer.
His trophy cabinet includes Clios, Effies, TikTok awards and MMA Smarties, and he has served on juries at the Andys, TikTok and the Lisbon Awards.
The Abby Awards 2026 is scheduled to take place at Goafest 2026 on 20, 21 and 22 May in Goa.
For Indian advertising, landing a jury chair of Ramalho’s calibre for a category built around data-driven creativity and commerce is a statement of ambition. Goafest just raised its own bar.
