MAM
Social networks stepping up efforts to get TV ad budgets
NEW DELHI: Facebook and Twitter are stepping up their efforts to increase their share of the global TV ad budget as technical developments begin to enable advertisers to target people who use digital devices while watching television.
A report in The Financial Times quoted by CASBAA says the two social network giants have been rolling out a number of initiatives over the summer in a bid to earn more from global TV ad spend, which is expected to be worth $205 billion this year.
Facebook has launched a campaign, dubbed Reach for the Beach, to highlight the fact that holiday makers take their mobile phones with them while leaving their TVs at home.
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Recent research from eMarketer has shown that the amount of time people in the United States spend consuming digital media will overtake the hours they spend watching TV for the first time this year.
Facebook vice president of global marketing solutions Carolyn Everson said that today mobile has overtaken TV to become “the primary screen”, although she didn‘t expect TV and Facebook to be locked in rivalry. “I think we‘re at a stage where the conversation is really TV plus Facebook,” she said.
The company has commissioned a study from Nielsen, the market research firm, which found that more people aged 18 to 24 used Facebook than any of the four major US TV networks between 8pm to 11pm during weekdays.
It is currently developing 15-second video ads that can replay TV ads on Facebook and plans to launch the initiative in October. It is also working on the means by which ads on Facebook could be linked to a TV show in real time.
Twitter, meanwhile, has formed partnerships with media companies to monitor what people tweet while watching TV and it expects to use the information to help target ads on Twitter.
Twitter chief revenue officer Adam Bain said, “We often have thought about Twitter plus TV, but we are now thinking about Twitter Times TV.”
However, advertisers are weighing up the pros and cons of linking in their offerings to the social networks.
Razorfish senior vice president Joe Mele has cautioned whether consumers would want to receive ads while tweeting, for example, about the presidential debates or the Super Bowl.
He said, “There is a question about whether or not just because you are watching something on TV means you want that same experience on a different device.”
MAM
Coca-Cola appoints Tapaswee Chandele as Global Chief People Officer
Succeeds Lisa Chang from May 1, reports to CEO Henrique Braun
MUMBAI- When leadership refreshes, culture often follows and The Coca-Cola Company is pouring a new mix into its global people strategy. The company has appointed Tapaswee Chandele as its Global Chief People Officer, marking a key transition in its human resources leadership as long-time executive Lisa Chang steps down after seven years in the role.
The appointment, effective May 1, positions Chandele at the helm of Coca-Cola’s global people agenda at a time when multinational organisations are rethinking talent, culture and leadership pipelines in an increasingly hybrid and competitive workforce landscape.
In her new role, she will report to chief executive officer Henrique Braun, signalling the strategic importance of HR within the company’s top leadership structure.
Chandele brings over two decades of institutional knowledge to the role. She currently serves as senior vice president and executive assistant to president and chief financial officer John Murphy, a position she has held since May 2025, placing her at the centre of the company’s financial and operational decision-making. Prior to this, she spent six years, from 2019 to 2025, as senior vice president of global talent, development and HR system partnerships, where she led Coca-Cola’s worldwide talent strategy and worked closely within Chang’s leadership team.
Her journey with Coca-Cola began in 2001 in India, and over the years she has built a cross-market perspective through roles spanning human resources and talent development. Her international assignments across Turkiye and South Africa, followed by a relocation to the United States in 2017, reflect a career shaped by both geographic and functional diversity, an increasingly critical trait for global leadership roles.
The transition also marks the end of Lisa Chang’s seven-year tenure, during which she played a central role in shaping Coca-Cola’s global people practices through a period defined by organisational transformation and evolving workforce expectations.
Chandele’s elevation comes at a time when HR is no longer a back-office function but a strategic driver of growth, culture and resilience. As Coca-Cola looks ahead, the focus will likely be on aligning talent strategy with business agility ensuring that the people behind the brand remain as globally adaptive as the product itself.
