AD Agencies
Marketing automation platform Resulticks uses real-time data for greater customer satisfaction
MUMBAI: Started in 2004 as an advertising agency, Resulticks today has evolved into a full-fledged omnichannel marketing-automation company that offers truly integrated real-time conversation cloud-enabled by the world’s first marketing data block-chain. After starting its data-driven automation platform in 2012, the company is now working towards revamping the marketing campaign globally using data as its prime weapon.
Resulticks CEO and co-founder Redickaa Subrammanian, in an exclusive conversation with Indiantelevision.com, shared, “We (Resulticks), today, are sitting at the centre of an enterprise, where the whole data-either internal or third-party-is. We are helping clients to derive complete value from this data to orchestrate real-time conversations with their consumers, and contextually deliver personalised solutions to them.”
She added that this approach makes Resulticks more than just an ad agency whose prime responsibility is to take a brief from the client and deliver on that. “We are no longer taking briefs but are working on omnichannel solutions for our clients.”
Handling data operations at a time when data security breaches are becoming headlines more than often is a tough job and Subrammanian agrees to that. On being asked how Resulticks ensures data safety for its clients and their consumers, she said that the platform ensures the data on its channels is fully encrypted and minimum people have access to it preceded by an authorisation process.
She mentioned, “Today, data is at the core of every business and enterprise. But thanks to scandals like that of Cambridge Analytica, consumers are very scared about their data safety. They are trying to be careful about their data. At Resulticks, we, therefore, are very careful about the data. Here, the data belongs to the enterprise and not to us that means whole data is coming from their own properties and databases.”
She added, “We are just empowering them with a platform that keeps their data extremely safe, in encrypted form. Even the people within the company will not be able to see some of the personally identifiable information (PII). The people from their own marketing teams will also require authorisation to access that data.”
Sharing an example of a bank, Subrammanian said that if a person swiping one’s credit card at a retail store at a mall had earlier been to a Croma store looking for laptops and came out without purchasing, the person will get an exclusive 10 per cent or so off on laptops. This customised experience will be curated based on real-time data coming from one’s location and card swipes. “This will lead to a happy experience for the consumer and potentially another card swipe for the bank, which will be beneficial for its business.”
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.
