Tribes & DDB Mudra’s joint venture Max Publicity starts marketing services firm Ignitech

The company will be headed by Gaurav Pathak, ex-COO, SapientRazorfish, India

e4m by exchange4media Staff
Updated: Oct 21, 2019 12:37 PM



Tribes Communication and DDB Mudra’s joint venture Max Publicity has launched Ignitech, a tech-enabled integrated marketing services brand. It will be headed by Gaurav Pathak, ex-COO, SapientRazorfish, India.

Ignitech will help redefine consumer experiences leveraging technology and data to help bridge the gap between the physical and digital world, thereby creating business impact.

It would offer omni-channel marketing capabilities, including shopper & trade marketing, digital marketing transformation, consumer experience at retail, experiential marketing and 1:1 marketing. It will also create radically-simplified consumer experiences using a solution driven approach which is media agnostic, leveraging technology and data-led insights to deliver across platforms and devices in this hyper-connected world.

Gaurav Pathak comes with over two decades of diverse integrated marketing services experience and had the privilege to drive customer experience transformation across online and offline, including strategic and operational leadership in digital marketing transformation, experiential, shopper & trade marketing and 1:1 marketing. He has built businesses and teams and has been responsible for defining roadmaps and running integrated marketing strategies for a large set of brands in India and South East Asia across industry verticals.

Pathak has spent more than 18 years with the Publicis Groupe and was responsible for running the agency mandate in India and South East Asia for Razorfish (a digital marketing transformation brand) and Solutions (an integrated marketing services brand) which included people, processes and business growth. He was instrumental in setting up the entire agency offering for Razorfish in India right from the scratch and building it into a profitable business unit.

In his last stint as the Country Manager for Trax Retail, a player in image recognition & computer visioning solutions for CPG & Retailers, he was responsible for India market with end to end responsibility of driving revenue & growth.

Commenting on the development, Gour Gupta, Managing Director, Tribes Communication, said, “I am extremely delighted to share that Tribes as a combined entity has a top line in excess of USD 50 million and we are getting future ready. The world today has moved away from the ‘age of communication’ to the ‘age of experiences’ and Ignitech is purposely designed to meet this objective by inspiring consumers to connect with brands in new ways. Our data-led approach backed with technology will help create meaningful experiences and measurable actions that have a dynamic effect on our clients’ businesses. With Gaurav on-board, we could not have asked for a better leader who has straddled across the online and offline worlds successfully, having led a Digital Marketing Transformation brand, Razorfish and an integrated marketing services brand, Solutions. I wish him all the very best”.

Gaurav Pathak added, “Having spent most of my career at the intersection of creativity, data and technology, I am excited to steer this venture that will help create connected experiences. Connected experiences create differentiation in a world of choice: helping to convert brand strategy into experiences that offer something unique and memorable to drive demand and loyalty, thereby bringing high business impact for our clients.”

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