Mediabrands has promoted Amit Sutha, CEO of UM Malaysia and Ensemble Malaysia, to EVP, executive director global business of its new creative practice, Mediabrands Content Studio (MBCS), effective immediately. Sutha (pictured) will oversee the development and deployment of specialised content capabilities and teams across Mediabrands’ top markets.
Launched in November 2020 by Mediabrands global chief content officer Brendan Gaul, MBCS is designed to network and grow the content capabilities with in Mediabrands’ agencies - UM, Initiative, Reprise, Rapport, MAGNA and Orion around the world. MBCS provides a suite of capabilities that link branded content, performance content, advertising campaigns and original content and entertainment solutions. Sutha, who will remain based in Asia Pacific, reports directly to Gaul.
"I'm honored to be joining Brendan and the MBCS Global team. MBCS’ vision of integrating new and innovative content models more tightly into client solutions will only make Mediabrands’ work for clients stronger. I’ve seen time and time again, data-driven content actually makes our media product better. I look forward to building on MBCS's early success and in forging new relationships with our partners globally," Sutha said.
"Sutha’s track record is unparalleled. "He doesn’t look at media and creative separately. He builds both from data, bringing a unique understanding of the client’s high value audiences. He is a champion of great creative that moves a client’s business and makes one rethink the way of looking at integrated solutions,” Gaul added.