Account
Melissa Madden is BBC Worldwide Australasia director of brands and marketing
MUMBAI: Melissa Madden, former director of marketing with Seven Network, has been appointed to the role of BBC Worldwide Australasia director of brands and marketing. The announcement was made by acting GM Blair McQuade.
She has over 20 years of senior experience managing the marketing functions of blue chip brands, including Qantas Airways, Jetstar Airways and the Seven Network.
She will be responsible for the effective management of BBC Worldwide Australasia’s marketing department, delivering marketing and brand management services across all business areas, from channels, global brands and consumer products to programme sales, ad sales, digital and live events.
She will lead the team that provides marketing, brand development and consumer insight expertise to the business, creating a cohesive marketing strategy and maximising the value of BBC Worldwide’s brands.
Working closely with the incoming MD for Australasia, Jon Penn, and the executive leadership team, she will help to drive the business strategy in Australia and New Zealand, so that BBC Worldwide can maximise revenues and growth in territory.
McQuade said, ‘Melissa has an impeccable track record in launching new brands and consolidating portfolios for maximum impact and growth. As BBC Worldwide Australasia looks to an exciting future of growth, her experience in marketing media brands and her vision for new brand development will be an asset to the business.’
Madden said, “I am thrilled to be joining the BBC Worldwide team in Australia and New Zealand. BBC is one of the world’s great brands and is poised for a new chapter of growth and engagement in our market under the leadership of Jon and Blair. It is very exciting to be part of this and I look forward to building on the success already achieved by the team.”
MUMBAI: BigTrunk Communications, an integrated digital marketing agency known for driving brand transformations across industries, has been awarded the digital marketing mandate for Soframycin, one of India’s most trusted antiseptic cream brands from the EncubeEthicals portfolio. With this collaboration, Soframycin makes its debut into the digital space, aiming to amplify its presence across India through compelling social media narratives and data-led campaigns. BigTrunk will lead the brand’s digital strategy and execution, with a focus on connecting Soframycin’s legacy of trust with today’s health-conscious and digitally engaged audience.
Soframycin has been a household name for generations, widely recognized for its efficacy in treating cuts, burns, and wounds. Backed by the scientific rigor and pharmaceutical expertise of EncubeEthicals, a pharmaceutical powerhouse since 1998, the brand benefits from the expertise of over 1,400 professionals, including more than 200 R&D specialists and a robust team of quality experts. With a presence in over 50 countries, Encube’s commitment to excellence in topical formulations adds deep credibility to Soframycin’s legacy. Now, as the brand enters the digital space, BigTrunk Communications will lead the charge in reimagining Soframycin’s story—creating modern, relatable digital experiences that stay true to its heritage.
“As we take Soframycin into its next chapter of growth, embracing digital media is not just a strategy but a necessity. We wanted a partner who could translate our scientific credibility into engaging, relatable content for today’s audience,” said Soframycin vice president – marketing, Ajay Rawal. “BigTrunk’s deep understanding of healthcare communications and digital behavior makes them the ideal partner to build meaningful narratives around wound care, trust, and wellbeing.”
“Soframycin is more than a product—it’s a legacy deeply rooted in care and science,” added BigTrunk Communications founder & managing director Bharat Subramaniam. “We’re excited to take on this responsibility of guiding a heritage brand into the digital world. Our focus will be on creating contextual storytelling and purpose-driven campaigns that bring Soframycin closer to Indian families, both old and new.”
