Amardeep Singh: The quiet strategist behind IPG India’s digital transformation

Amardeep Singh, Co-founder and erstwhile CEO of Interactive Avenues, has been appointed CEO of IPG Mediabrands India, marking a significant leadership transition within one of India’s most dynamic advertising networks. 

Known for his calm demeanor and razor-sharp focus, Amardeep Singh is widely regarded in the industry as a no-nonsense, soft-spoken leader with a deep understanding of both legacy media and the digital frontier. His elevation comes at a pivotal moment as IPG Mediabrands deepens its focus on integration, innovation, and digital acceleration across its agencies in India.

Singh co-founded Interactive Avenues in 2006 along with Shantanu Sirohi and three other partners, after gaining foundational experience at Mediaturf and earlier stints with Rediff, India Today, and Bennett Coleman & Co. 

He is an electronics graduate from St. Joseph College of Arts and Science, Bangalore, and holds a PGDM from Symbiosis Institute, Pune—credentials that laid the foundation for his deep technical and strategic understanding of the media landscape. 

His journey from the newsroom to the boardroom has shaped his ability to lead with both strategic foresight and operational precision. Under his leadership, Interactive Avenues evolved into one of India’s most respected full-service digital agencies, and its acquisition by IPG Mediabrands in 2013 was a defining moment in the network’s digital playbook for India.

Interactive Avenues has thrived under Singh’s stewardship, winning several industry accolades, including the ‘Network Digital Agency Head of the Year’ at the e4m Media Ace Awards 2024. 

The agency has not only bagged new clients but also strengthened decade-long partnerships by focusing on measurable value and long-term impact. Singh attributes this stickiness to the agency’s ability to help brands “achieve much more with much less,” leveraging automation, AI, and data-centric strategies. 

“Responding to evolving client needs, Singh expanded the agency’s services well beyond digital media to include e-commerce, influencer and social marketing, content and creative development, tech and data strategy, full-funnel analytics, and online reputation management,” his colleagues say. 

With a team of over 800 digital specialists, Singh has always emphasized delivering end-to-end value rather than fragmented, piecemeal offerings. He positions Interactive Avenues—and by extension, IPG Mediabrands—as radically efficient, data-driven, and obsessively client-focused. “Our goal is not just to optimize spends—we aim to eliminate wastage across media, operations, supply chains, and the customer experience,” he often tells his team. 

As CEO of IPG Mediabrands India, Singh will now lead network agencies such as Lodestar UM, Initiative, Rapport, and Reprise. “Amardeep has always led from the front—building Interactive Avenues into a benchmark agency and embracing change with clarity and calm,” said a senior executive within the group. “His leadership couldn’t be more timely as the media ecosystem undergoes seismic shifts.”

With his track record, clarity of vision, and unwavering belief in tech-enabled marketing transformation, Amardeep Singh steps in as the network navigates a new phase of growth—driven by data, automation, and client-centric innovation.