AD Agencies
WPP hires Mariel Maciá as senior director of strategic design for Open unit
MUMBAI: WPP has appointed Mariel Maciá as senior director of strategic design within its WPP Open team, strengthening the agency group’s push to blend human creativity with artificial intelligence in marketing and brand experience.
Maciá joins after more than five years at McKinsey & Company, where she served as senior service design manager in Berlin. Before that, she held design leadership roles at Die Krieger des Lichts and the innogy Innovation Hub, and earlier worked in film acquisition, production and festival programming across Europe and Latin America.
Trained in audiovisual narrative in Buenos Aires, Maciá has built a career spanning media, design and digital transformation. At WPP, she will focus on reimagining how design thinking and emerging technologies can unlock new opportunities in advertising, media and customer experience.
“The journey ahead is incredibly exciting,” she said, adding that she looks forward to collaborating with “the brilliant minds across WPP.”
AD Agencies
Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
