Rayomand J. Patell, former ECD, Havas WW Mumbai, has joined Idealake as chief creative officer.
Patell will head a team of 20-25 creatives at the 170-member technology company.
On his move, he said, "The whole paradigm in advertising is currently broken. I knew what I wanted to do but didn't have the ecosystem to do it. We have seen things change massively in the last 25 years, but agencies haven't really met those changes. I believe tech is the future and so I joined Idealake. Technology will be the spine here and we will create marketing communication around that. I really want to do something meaningful."
Patell has also worked with Contract, Lintas and Everest.