Preethi Mariappan Head of Digital, TBWA\RAAD
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1 Preethi Mariappan Head of Digital, TBWA\RAAD Preethi heads the Digital Arts practice for TBWA\RAAD in MENA bringing together storytelling, technology, people and products. After a career in digital & product design across India and Singapore, she moved to Dubai and set up digital at MEMAC Ogilvy, where she helped the agency become the most awarded for their interactive work. Her work has been featured across Springwise, Creativity Online, Directory Mag, and Campaign. It has also won international recognition at the Cannes and One Show, as well as regional recognition across Dubai Lynx, GEMAS Effies, Loeries and MENA Cristal. Preethi is the founder of The Middle East s advertising community for women, Adwomen Middle East. for random tweets.
2 PROFESSIONAL EXPERIENCE HEAD OF DIGITAL\ CREATIVE & STRATEGY TBWA\RAAD, DUBAI/UAE Current: 2010 June onwards I launched and established TBWA s Digital Arts practice in the Middle East a technology innovations unit within the agency focused on disruptive digital content and product. My role includes developing the roadmap for evolving integrated digital led communications within the agency and leading creative excellence. During my time with the agency I also helped TBWA launch the region s first accelerator unit supporting start ups in the marketing and tech space. Acting as both business and creative head for the agency s digital operations, I put in place offshore production hubs, processes and partnerships, and.led the agency to become the most digitally awarded in the region. I consult and manage key brands such as Standard Chartered Bank, GE Healthcare, Unilever (Lipton) and Nissan, helping them engage brand communities and customers. CREATIVE DIRECTOR\INTERACTIVE OGILVY ONE (MEMAC OGILVY, DUBAI/UAE) As Creative Director, I I founded and managed the digital creative team for Middle East/North Africa. I helped set up both service offerings and creative product. During my time with the agency, I helped Ogilvy become the most awarded digital agency in the Middle East for 2008/09 as well as agency of the year for Some of my key contributions included - Expanding creative folio to include digital activation & PR disciplines with a roadmap for full service digital capabilities - Ongoing roll out for the creative product on digital - Setting up workflow processes, training and documentation systems - Putting in place a creative and production hub for the Middle East 2
3 PROFESSIONAL EXPERIENCE CREATIVE DIRECTOR\INTERACTIVE & E-CRM, TEQUILA\ME (TBWA\RAAD, DUBAI/UAE) Digital strategy and creative product for the digital unit - Creative direction and campaigns from proposal to product - Conceptualizing and directing compelling user experiences - Producing and managing large-scale projects with analytics based ROI driven components - Operational processes and systems for streamlined creative execution and production - Recruiting and leading a creative team of art directors, writers, motion designers - Driving new business acquisition through strategic consulting for clients PREVIOUS: Creative Head/User Experience, Cactimedia, Dubai, UAE UX Head mobile, Mikoishi, Singapore Sr. Interactive Architect, Plexus Technologies, Mumbai, India Creative Lead Planetasia.com, Bangalore, India Information Architect Planetasia.com, Bangalore, India 3
4 KEY BRAND PROGRAMS Nissan Launched Nissan s gaming platform for MENA and currently drive brand strategy for social gaming. Key achievements include creating extensible social gaming platforms for key youth brands such as the 370 Z and Patrol. Standard Chartered Bank Led the bank s regional social media strategy and social based product platforms. Key achievements include launching a social media based credit card dining platform across APAC. GE Healthcare Led GE s regional social media and mobile based healthcare platforms. Responsible for brand strategy for B2C and B2B healthcare activations and programs. Key achievements include launching MENA s first edutainment franchise for health education targeting children, families and schools. The franchise has been picked up by Cartoon Network, for launch as a TV show, the region s first of its kind. Yahoo Creative Director on Yahoo Middle East s B2B & B2C direct and digital communications program. GSK Led online advertising and social media activation programs. Volvo Managed Volvo Middle East s direct and digital campaigns and ongoing social media based platforms. Key achievements include launching Volvo s social media based road safety program. 4
5 AWARDS* 2012 DUBAI LYNX Silver - Mobile Al Khairat Adventures GE Silver - Interactive Online Advertising Right Car Arabian Automobiles Company Bronze PR Best Use Of Social Media Avatar for Action GE Bronze - Interactive Community Applications Avatar for Action GE Bronze - Interactive Digital Tools Push For Hunger Red Tomato Bronze - Direct Alternative Media Push For Hunger Red Tomato Bronze - Direct Consumer Products & Services Push For Hunger Red Tomato Bronze - Direct Direct Response Digital Media Battle Captcha Gulf Scrabble Championships Bronze - Promo Use Of Digital In A Promotional Campaign Push For Hunger Red Tomato Bronze - Promo Consumer Products & Services Push For Hunger Red Tomato 2011 CANNES Finalist Online Advertising Test Drive on Command 2011 DUBAI LYNX Gold - Online Advertising Ikea Resize Gold - Online Advertising Ikea Musical Shelves Silver - Best use of Digital Media UAE Food Explorer Silver - Online Advertising Test Drive on Command - Nissan Patrol Silver - Online Advertising Savy with space - Nissan Micra Bronze Microsites & Websites Nissan Terrains Bronze Microsites & Websites My Majlis 2011 GEMAS EFFIES Finalist - Banking & Financial Services My Majlis Finalist - Automotive Nissan Terrains Finalist CSR GE HEalthymagination Finalist New Product Launch GE Healthymagination 2010 GEMAS EFFIES Grand Prix - Banking & Financial Services - UAE Food Explorer Gold - Banking & Financial Services - UAE Food Explorer 2010 CANNES Bronze Online Advertising Ikea Resize Finalist Online Advertising Ikea Musical Shelves 2010 LOERIES Silver Online Advertising Ikea Resize Bronze Online Advertising Toblerone Sweet Tweets 2010 DUBAI LYNX Gold - Microsites & Websites Chili s Taste the Southwest Gold - Direct Integrated Volvo Safe & Style Gold - Integrated Volvo Safe & Style Gold - Online Advertising Toblerone Sweet Tweets Gold - Sales Promotion Economist Hot Spots Silver - Online Advertising Berlitz Rubik s Cube Bronze - Sales Promotion - Volvo Safe & Style Bronze - Online Advertising Grab Your Own Scuderia Dubai Finalist - Interactive Digital Tools GSK Tag Your Moment 5
6 AWARDS* 2009 ONE SHOW Merit - Online Advertising Panadol Actifast 2009 CANNES Finalist - Online Advertising Panadol Actifast 2009 DUBAI LYNX Silver - Online Advertising Panadol Actifast Silver - Online Advertising Motorola Silver - Online Advertising Panadol Actifast Silver - Integrated AC Delco Silver - Direct & Sales Promotion Bare Essentials, Breast Cancer Awareness Bronze - Online Advertising DHL Bronze - Online Advertising EEG Finalist - Websites Chilis Finalist - Online Advertising DHL Finalist - Interactive Tools MBC Finalist - Integrated Bare Essentials, Breast Cancer Awareness 2009 GEMAS EFFIES Grand Prix - Automotive - AC Delco Gold - Automotive - AC Delco Gold - Non Food FMCG Ponds Gold - Best New Product Launch - Ponds 2009 CRISTAL MENA Grand Cristal - Bare Essentials, Breast Cancer Awareness Gold - Interactive Tools AC Delco Finalist - Online Advertising Panadol Actifast 2008 CRISTAL MENA Silver - Online Advertising Nivea 2008 LOERIES Bronze - Online Advertising Nivea 2008 DUBAI LYNX Silver - Online Advertising Nivea Silver - Online Advertising Emirates Today Bronze - Online Advertising Emirates Today Finalist - Other Interactive Communcation Tools Tequila\ME Ranked 4th most awarded Creative Director in the Middle East (Big Won) * (for a full list, please get in touch) 6
7 INDUSTRY ACTIVITIES Awards Jury On jury panel for W3 Awards On jury panel for Davey Awards On jury panel for I bdaa Student Awards (Member of IAVA (International Academy of the Visual Arts Events Speaker at WSA, (World Summit Awards Presenter at Picnic, Amsterdam Speaker at Dubai Lynx 2012 Speaker (on digital advertising) at Arabnet ( the region s best pan arab conference dedicated to digital entrepreneurship Regular Panelist for Web Wednesdays and Mobile Mondays in Dubai Groups Founder and Manager, Adwomen Middle East, ad forum bringing women in the industry together for monthly TrendTalks presentations and networking Member - Creative Directors Club, Dubai, UAE Launched Behind the Brand, the region s first brand strategy conference targeting women, in partnership with Gulf Marketing Review Published across various media & marketing publications from Campaign, Mediaweek to Gulf Marketing Review. 7
8 PREETHI MARIAPPAN Head of Digital - TBWA\RAAD Middle East Current research interests Rich media content, web 2.0 technologies, mashups, widgets, Augmented Reality Blogs, social media, real-time web, internet of things, post digital, appvertising Experiential and interaction design, physical computing Educational qualifications Masters, Interactive marketing, Nanyang Technological University, Singapore Bsc. Visual communication, Loyola College, India Product labs One of my areas of interest, having been part of digital incubation teams in my past life, is that confluence between advertising, marketing and product creation. I believe there are exciting opportunities for agencies to create content and media platforms as well as tools that go beyond brand specific campaigns. Current prototypes in the works include a twitter trendspotter, a tweeting service for delivery businesses and a comic publishing engine on Facebook, as well as for the tablet. Contacts preeps76@gmail.com mobile: Linked in 8
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