MAM
TBWA US announces new group structure
MUMBAI: Media agency TBWA in the US has announced the formation of a new group structure for the west coast, TBWACalifornia.
At its foundation are TBWAChiatDay Los Angeles, TBWAChiatDay San Francisco and the marketing services network Tequila. Each brand and business group is structured around
Disruption and Connections. This is TBWA’s strategic cornerstones for building and connecting brand ideas.
It has been a year since TBWA received Ad Age’s Network of the Year and AdWeek’s US Agency of the Year accolades. TBWACalifornia is
accelerating the development of its business model to further capitalise on the changing marketing and media landscape. The new structure is dedicated to
better leveraging office resources and bringing greater focus to the spectrum of media arts necessary to building brands in today’s complex and challenging media environment.
TBWAWorldwide chairman and chief creative officer lee clow says, “I believe California is a unique nexus of media arts talent and
technologies, and continues to be the epicenter of young, brave ideas. TBWACalifornia is about finding ways to remain nimble, brand and idea-focussed, no matter how big we get.”
TBWACalifornia is developing a new initiative, the media arts lab. The media arts lab mission is to find new ways to apply the media arts model across all companies under TBWACalifornia. The goal is to develop brand-centric ideas that innovate and experiment with all kinds of media arts forms and define the best ways to launch brands into popular culture.
TBWACalifornia president and CEO Robert LePlae said, “TBWACalifornia is the next evolution in our business model and
represents our vision for how things will be done in our industry. The new structure is designed to align the agency’s resources for future growth and
reward our best people, keeping them focussed on our client’s brands.”
TBWAChiatDay has long been a pioneer of disruptive marketing ideas. From disrupting the Super Bowl and the Olympics advertising over 20 years ago, to innovating new ways of delivering brand ideas today for its world-class
roster of clients. TBWACalifornia and its expanded focus on the media arts are the next chapter of the ever-evolving story of the agency.
Clow adds, “We want to create a brand led, idea-centric model that organises all of our talents and skills into groups dedicated to and responsible for disruptive ideas that make brands famous. This is a great opportunity for us to raise the bar again and to discover new ways of working.”
TBWA creates disruptive ideas for global clients, including Absolut, adidas, Apple, Beiersdorf, Hdagen-Dazs, Henkel, Masterfoods, McDonald’s, Michelin, Nissan and Sony PlayStation. In 2004, TBWA was recogniszed as the most awarded network by Creativity magazine and was the most awarded network at Cannes Lions International Advertising Festival, The One Show, AdFest and Art Director’s Club. TBWA has 237 offices in 75 countries, and approximately 8,300 employees worldwide.
Brands
Hiili names Sanjay Hemady as country manager India
Media veteran to drive digital decarbonisation push
MUMBAI: Climate tech firm Hiili has announced its entry into India, appointing industry veteran Sanjay Hemady as India country manager to steer its growth in one of the world’s fastest-expanding digital markets.
Hemady, a familiar name across India’s media and consulting circles, will lead Hiili’s India operations from Mumbai. His mandate is clear: help Indian companies measure, manage and reduce the carbon emissions generated by their digital services.
Hiili offers a scientifically validated platform, certified by the UC3M-Santander Big Data Institute, that enables businesses to improve the efficiency of their digital infrastructure while cutting emissions. As organisations race to meet ESG targets, the company positions itself as a practical bridge between climate pledges and measurable action.
“I’m happy to share that I’m starting a new position as country manager, India at Hiili,” Hemady said in a LinkedIn post, adding that the company aims to move beyond broad sustainability promises towards precise, science-based decarbonisation.
Hemady brings more than three decades of experience spanning print, television, radio and digital media. He has previously served as chief executive officer at HIT 95 FM, assistant general manager at CNBC TV18, and held leadership roles at MTV India and The Indian Express, among others. Most recently, he worked as an independent business consultant advising firms across media and technology.
With India’s digital economy expanding at pace, the environmental cost of data, streaming and online services is climbing quietly in the background. Hiili’s bet is that carbon efficiency will soon sit alongside cost efficiency in boardroom conversations.
For Hemady, the move marks a shift from selling airtime and ad inventory to championing climate accountability. If successful, Hiili’s India play could make digital growth not just faster, but cleaner too.
