Karl Gomes has been appointed as National Creative Director for the new addition to Rediffusion Y&R’s creative strength – Digital. Gomes comes on board from Arc Worldwide/ Leo Burnett, where he was Executive Creative Director - Digital for over a year.
Commenting on Gomes’ appointment, Mahesh Chauhan, Group CEO, Rediffusion Y&R, said, “With Karl, Sagar (Mahabaleshwarkar) and Ramanuj (Shastry) teaming up, I believe we have in place all the requisites to offer a complete and comprehensive creative output – something that is not currently on offer in the industry yet. Karl is not just insightful but has the right mix of maturity and ambition to take the organisation to the next level of brilliance. We wish him all the best.”
Wasim Basir, Group EVP, Rediffusion Y&R, said, “The significance of Web 2.0 in any communication strategy is no longer questionable. When we decided to create a place for ourselves in that space, we knew we had to go with Karl. He brings with him immense experience in the digital arena that will only add to our mission of providing holistic communication solutions to our clients.”
On his new role, Gomes explained, “Brands are no longer driven just by ideas or ideals, but by a series of exchanges between the brand and the consumer. Content and integration are more important than ever and here is an agency that thinks in terms of engaging ideas and then finds ways of making them happen across various consumer touch points. Rediffusion Y&R is getting people in all forms of media, both digital and non-digital, under one roof to make integration a reality. It’s that feeling you get sometimes about being at the right place, with the right people, and the timing feels just right.”
Gomes brings with him over 12 years of experience in the advertising industry with extensive knowledge of the interactive and emerging media. While he specialises in New and Emerging Media, he is excited about buzz marketing and integrated marketing solutions.
He has won numerous international and national awards for his work in the digital space, including a Bronze at the Cannes Cyber Lion 2008. He has also had been a jury member at the Cannes International Advertising Awards this year.
At Arc Worldwide, Gomes’ mandate was to leverage Web 2.0 and new media across big campaignable ideas. Prior to this, he was National Creative Director at Tribal DDB India, where he worked on creating brand demand using the online space.