MUMBAI: TBWA\India has appointed Satish Krishnamurthy as chief strategy officer, with immediate effect. He takes over from Subramanian Krishnan, who will be transitioning into a part time consulting role with the agency.

Before joining TBWA\India, Krishnamurthy was head of strategy at Sideways Consulting based out of Mumbai. Prior to that, he was with telecom major Jio as general manager - brand strategy for close to two years.

TBWA\India CEO Govind Pandey said, “Satish is a leading strategist in India with global stature and knows how brands drive business growth in these times. We are delighted to have him on board as the agency is transforming and further evolving its operating system to DisruptionX. We would also like to take this opportunity to thank Subu for his commitment and passion to drive our businesses forward and are delighted we will continue to benefit from his experience as he continues with the agency as a consultant and mentor.”

“Consumers don’t break down online and offline separately, it’s all an integrated experience for them. We have to create strategy to consider all moments of truth where consumer friction exists. If we build for the entire experience, we can deliver disproportionate outcomes for the clients. I’m looking forward to returning to TBWA, their methodology and philosophy of disruption is something I’ve valued since I first joined the Collective in NY in 2005," Krishnamurthy added.