Sideways has announced the appointment of Aditi Patwardhan as chief strategy officer.
She will be responsible for heading the creative, tech and industrial design teams to deliver impactful solutions for clients.
She moves from FCB Interface, where she was chief strategy officer.
Abhijit Avasthi, founder, Sideways, said, "Clients come to us for a variety of problem statements besides their advertising needs. Aditi has the experience and the curiosity to be an able partner to our creative, tech and industrial design teams to help them come up with impactful solutions. Her joining us will add more heft to the remarkable Strategy team at Sideways."
Sonali Sehgal, co-founder, Sideways, said, "Aditi brings onboard a holistic strategic leadership having spent time both in marketing and advertising. Her drive for problem-solving across customer journeys, doing right by brand and enthusiasm for exploring the new aligned with us philosophically."
Patwardhan said, “I was drawn to Abhijit/Sonali’s ‘creative problem solving’ vision and could sense a personal fit. I am excited to join the multi-talented team as they reimagine solutions and adoption journeys, 'going Sideways'."
In a career spanning over 27 years, she has also worked with Dabur, Lowe Lintas and Leo Burnett, among others.