Digital Agencies
Madison Digital announces it new creative & social media unit ‘Madison Loop’
Mumbai: Madison World’s digital arm has announced the launch of its creative unit, Madison Loop, to offer social media management, digital creative & solutions, SEO, ASO, website development, technology solutions, influencer management, and content collaborations.
Madison Loop will be led by Madison Digital vice president Kosal Malladi, who will continue to report to Madison Digital and Madison Media Alpha CEO Vishal Chinchankar.
The unit has already developed a portfolio of work for clients including McDonald’s, Vicco, Joy Cosmetics, Raymonds, Pidilite, ePay Later, Godrej Properties, Bandhan Bank, Asian Paints, Zee5, Glide Invest, and Zee Bangla, among others.
Commenting on the development, Madison Media and OOH group CEO Vikram Sakhuja said, “For any creative idea to be successful, it needs to be adapted to the syntax of the platform. In digital, the creative idea needs to be expressed across platforms as varied as in-stream video, break bumpers, display, social media posts, microsites, social messaging, influencers, content, etc. Under Malladi’s leadership, we are very excited to launch Madison Loop, which will not only create a platform for the relevant expression of a creative, but also link it to outcomes using data and tech.”
“We need creativity now more than ever. This digital multiverse finally allows us to have a dedicated division to cater to all our clients’ creative needs under one roof. The new expansion of Madison Digital under Malladi’s leadership will be a great step forward for the company,” commented Vishal Chinchankar.
Madison Digital is a part of Madison World, which also has specialist units in advertising, business analytics, out-of-home, PR, mobile, retail, sports, and entertainment, employing over 1,000 communication professionals across India.
Speaking about his expanded role, Malladi said, “I have been a part of Madison since 2014. I have seen digital evolve from a ‘good to have’ to an ‘absolute must have.’ Today, digital cannot be limited to a single video or banner. Media and creativity need to work hand in hand to tap into the digital consumer. Madison Loop’s focus is on solving business problems by layering creative magic with ‘data and technology’ solutions.”
“Madison Connect and Madison Automate are tools that have been built by Loop to scale influencer management and creative automation, respectively. I am really excited to scale Madison Loop,” he added.
Madison Digital has grown 10x in terms of billing in the last three years, to become a 200+ employees’ strong outfit with capabilities in branding, performance & creative solutions.
Madison Digital has built its own proprietary cloud marketing and automation tools and is one of the few agencies with its own data & tech solutions. Madison Digital was declared the Best Digital & Social Media Agency of the Year 2020 at IDMA 2020. The digital arm of Madison World was also voted Agency of the Year at the Digies Digital Awards 2019 and Mobile Media Agency of the Year at the IDMA Digital Awards 2019, in addition to winning over 150 awards since January 2020.
BENGALURU: For years, creative teams have learned to live with ambiguity. Vague comments, last-minute changes, feedback that arrives without context, clarity, or conviction. It became part of the job – something teams worked around rather than getting it solved.
But as we head into 2026, that tolerance is wearing thin.
Creative work today moves faster, scales wider, and involves more stakeholders than before. Teams are producing more content across more formats, often with distributed collaborators and tighter timelines. In this environment, guesswork is no longer a harmless inconvenience. It’s a cost – to time, to budgets, and to creative mindspace.
The real problem isn’t feedback, it’s how it’s given
Most creative professionals you see today will tell you they’re not against feedback. In fact, they rely on it. Good feedback sharpens ideas, strengthens execution, and pushes work forward. The problem is ‘unclear’ feedback. When someone says “this doesn’t feel right” without context, they aren’t just revising – they’re basically decoding. They’re guessing what the problem might be, trying different directions, and burning time in the process. Multiply that by a few stakeholders and a few rounds, and suddenly days disappear.
In 2026, when teams are expected to deliver faster without compromising quality, interpretation is a luxury most can’t afford.
Scale has changed rverything
Creative projects used to be smaller and simpler. A designer, a manager, maybe one client contact. Feedback loops were short, even if they weren’t perfect.
Today, the same project might involve internal marketing teams, agencies, freelancers, brand reviewers, and regional teams. Everyone has a say. Everyone leaves comments. And often, those comments don’t agree. More people reviewing work means alignment matters more than ever. Clear feedback isn’t just about being nice to creative teams, it’s about keeping projects moving when complexity increases.
Guesswork quietly wears teams down
One of the less talked-about impacts of unclear feedback is what it does to people.
When feedback is vague or contradictory, creatives second-guess their decisions. They hesitate. They overwork. They keep extra time buffers “just in case.” Over time, confidence drops. Ownership fades. Work becomes safer, not stronger. Creative energy gets spent on managing uncertainty instead of pushing ideas forward. And in an industry already grappling with burnout, unclear feedback adds unnecessary mental load.
Actionable feedback is a shared skill
Clear feedback doesn’t mean controlling creative decisions or dictating every detail. It means being specific enough that someone knows what to do next.
Actionable feedback answers three basic questions:
What exactly needs attention?
Why does it matter?
What outcome are we aiming for?
This applies whether you’re reviewing a video frame, a design layout, or a copy draft. The clearer the feedback, the fewer follow-ups it creates. In 2026, teams that treat feedback as a skill and not an afterthought, will move faster with less friction.
Tools shape behaviour (whether we admit it or not)
The way feedback is delivered is often dictated by the tools teams use. Comments buried in long email threads, messages split across chat apps, or notes detached from the actual work all contribute to confusion.
When feedback lives outside the work, context often gets lost. When it’s disconnected from versions and timelines, decisions get questioned. When it’s scattered, accountability disappears. More teams are starting to realise that feedback problems aren’t just communication issues, they’re workflow issues. How work moves between people matters just as much as the work itself.
From Opinions To Alignment
One of the biggest shifts happening in creative teams is a move away from purely opinion-driven feedback. Instead of “I like this” or “I don’t,” teams are asking better questions:
● Does this meet the brief?
● Does this solve the problem?
● Does this align with the goal?
This change reduces unnecessary back-and-forth and helps feedback feel less personal and more productive. It also makes decisions easier to explain and defend. As creative work becomes more strategic, feedback has to support that shift.
2026 Is About Fewer Loops, Not Faster Loops
There’s a misconception that speed means moving through feedback cycles faster. In reality, the most creative teams aren’t just accelerating loops, they’re reducing them. Clear, actionable feedback upfront leads to fewer revisions later. Clear approval stages prevent last-minute surprises. Clear decisions stop work from circling endlessly.
In 2026, efficiency won’t come from working harder or longer. It will come from designing workflows that respect creative time and attention.
Ending guesswork is a mindset change
Ultimately, ending creative guesswork isn’t just about better tools or processes. It’s about mindset. It’s about recognising that clarity is an act of respect – for the work, for the people doing it, for the time invested and for the mindspace used. It’s about moving from “figure it out” to “here’s what we’re aiming for.”
Creative teams that embrace this shift will find themselves not only delivering faster, but also enjoying the process more. And in an industry built on imagination, that might be the most valuable outcome of all.
