TBWA\ India has appointed Xavi Bech de Careda as chief strategy officer. Careda was head of planning at DDB Mudra Delhi since 2012, a position he took up moving from DDB Barcelona.
In the newly created position, Xavi will work alongside the management team overseeing the strategic planning function of the agency, informed a TBWA\India statement.
Shiv Sethuraman, chief executive officer, TBWA\India, said, "Xavi is passionate, articulate, ambitious and multi-talented. We wanted to step out of the box with this hire and find someone who wasn’t necessarily schooled in the Indian planning system. He has been, among other things, an assistant film director and a food technology researcher. He has also worked across many markets internationally. I am hopeful he will bring this wide and wonderful ‘education’ and his Indian experience to help create a beautiful story for TBWA."
Careda added, "It's a great opportunity for me to join this dynamic team. TBWA\India is very well positioned for a new chapter in its story; it has the right talent, passion and human approach to make a difference in India and I'm really looking forward to collaborating with the team and disrupting conventions in this complex market. I'm absolutely thrilled to be a part of it."
Careda, who began his career in the UK as a food technology researcher at Unilever, has worked with Rapp Collins and Tiempo/BBDO in other agency stints.
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