After five years in Orchard Advertising, Thomas Xavier, previously Executive Creative Director, has now been promoted to the position of National Creative Director.
Confirming the development, Nitish Mukherjee, Head of Orchard, said: "Thomas has been one of the key members of the Orchard team from its inception. He has already contributed significantly to building its creative reputation. With offices across three cities, now Thomas's main challenge will be to ensure Orchard's benchmark of creative is deliverable seamlessly across the three offices. We can all look forward to an energised, young, vibrant team under his leadership. Despite a crying need for it you find very few real mentors around and I truly believe he is one of them."
As a mechanical engineer with a management degree from IIM Bangalore, Thomas joined advertising in 1992. After working with Leo Burnett Mumbai for one year in 1998 as creative director on Fiat and other accounts, he moved to Orchard and was promoted to the post of Executive Creative Director.
During his career with the Burnett or Orchard family, he worked on the launch of Hitachi air conditioners (the ‘It’s got to be perfect…’ campaign), Toyota Qualis (‘Where are you going?’), Corolla and Camry, Toyota Corporate (‘Know you is Know how’), Top Ramen noodles, Himalaya Throat Drops, Air Deccan, Coca-Cola (Chennai) and Fairever. He has also helped the agency win awards such as Effie for Coke, Abby for Diet Coke, and Clio and FAB award nominations.
How does Xavier categorise the road ahead? “My biggest challenge now is to make Orchard the agency that clients would love the best and the big guys fear most. To achieve this, I will get a young team to interact with clients very closely, so that they can unleash the power of great creative to make their brands hits in the market place. I also want to make our work applause worthy at both the Abbys and Cannes,” he responds.