AD Agencies
KFC India taps into MarTech expertise of PivotRoots to enhance customer lifecycle
Mumbai: Looking to enhance customer life cycle and optimise lifetime value across offline stores and online touchpoints, one of the world’s most loved quick service restaurant (QSR) brand KFC India has partnered with PivotConsult, the MarTech arm of PivotRoots – a Havas Company.
As part of the mandate, PivotConsult will deploy data-driven customer segments and campaigns for KFC India, enabling the brand to deliver an enhanced customer experience.
Commenting on the partnership, KFC India chief marketing officer Aparna Bhawal said, “As a brand, KFC is constantly working towards improving ease, access, and value for our consumers. Our partnership with PivotConsult is a testament to this commitment. We look forward to unlocking newer engagement opportunities & further improving customer lifetime value with this partnership.”
“It is an exciting time to partner with KFC India and take the brand through its next chapter of growth and transformation. With PivotConsult at the helm, managing the customer lifecycle, the blend of strategy, creativity, data, and technology will help KFC India craft omnichannel, personalized customer journeys, drive acquisitions, and increase customer lifetime value,” said PivotConsult global business head Yogesh Kothari.
“By implementing customer experience with marketing technology and leveraging customer lifecycle management strategies, PivotConsult is helping Indian brands boost marketing efficiency and increase their customers’ lifecycle value, paving the way for sustainable business growth,” said PivotConsult business head Abhimanyu Vyas.
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.
