TBWA recently appointed John Mathew as Tequila’s MD and NCD and Tequila is set to remain high on TBWA\India’s agenda for 2009.
Even though TBWA\India Group’s CEO Shiv Sethuraman insists that Tequila will remain an integrated unit of the overall TBWA\India P&L, he also says that the company will be “investing aggressively” in Tequila to expand it in Mumbai and Delhi.
Sethuraman explained that, given the nature of the service, it made sense to integrate Tequila with the overall TBWA\India business, instead of treating it as a separate P&L. He said, “The plan remains the same for Tequila. At present, Tequila is very strong in the South markets. We plan to invest aggressively with the intention to grow it in Mumbai and Delhi as well. And we are very excited with the new leadership. John comes with hands-on experience in every aspect of the business, and more importantly, you seldom see a creative leader who is as obsessed with effectiveness and ROI.”
Commenting on his appointment, Mathew said, “Tequila is a blend of disruption, new creative formats and creative accountability. It’s all about solving marketing problems creatively, producing measurable results. Tequila is the only marketing services company that offers end-to-end integrated services in direct customer engagement on-ground and online, a variety of retail services that include retail activation, in-store communication, promotions, generating walk-ins, trials, etc., besides event marketing. With its capacity to offer strategic consultancy, multiple verticals of creative expertise, extensive field-execution capability and a unique touch-point research cell that is key in delivering and monitoring effectiveness, we call it the only complete Beyond the Line engagement company. Seeing the results of your work impressively sit on an excel sheet is kind of heady.”
Mathew, who has over twenty years’ experience, moves up from the position of National Creative Director. He has worked with several agency groups, including MAA, Leo Burnett, Mudra and TBWA\India at various levels in creative. He has also headed creative teams in web design and usability, in India and abroad.