Executive Creative Director, working with the company’s practice and providing leaders to produce more effective integrated work for its customers. Pathak has worked in a number of the major creative firms, including Wunderman Thompson, BBH, BMB, and Ogilvy, over his nearly two decades of expertise. Pathak will answer to Tim Green, Asia-Chief Pacific’s Creative Officer at Edelman, in his new position.
Pathak’s duties at Edelman include overseeing creative initiatives for some of the company’s top clients and advancing its creative agenda within the sector. Building a creative team, coaching up-and-coming talent, and utilizing Edelman’s integrated skills will be required to provide even more compelling work for clients.
Pathak has received various honors throughout his career, both nationally and internationally. A Grand Prix at Spikes Asia in 2022 is the most recent of these awards, which also include recognition from the prestigious D&AD Pencil, Cannes Lions, The One Show, Clio, and New York Festivals. He also triumphed in the “War of Words” competition held in London in 2011 and sponsored by Campaign UK and the Huffington Post.
In the days before social media, Pathak is credited with the introduction of Sunsilk’s digital platform, “Sunsilk Gang of Girls,” as well as other award-winning campaigns. Recently, he played a key role in developing the category-changing product innovation “The soap with a lump” for Unilever’s Lux to promote breast cancer awareness. He has developed numerous effective campaigns over the years for brands including Google, Amazon, Bajaj motorbikes, Diageo’s Johnnie Walker and Vat69, Sunsilk, Lux, and Vaseline from Unilever, and Vaseline, Johnnie Walker, and Vat69 from Diageo.
Tim Green, Chief Creative Officer for Asia-Pacific, commented on the hiring: “Ashish is a well-known creative in India and has multiple award-winning campaigns to his credit. He is renowned for his artistic ability, original thought, and drive to create work that resonates deeply with people and culture. We are excited to have someone of his caliber join our team as we strive to develop integrated communications strategies that capture audiences’ attention and distinguish our clients. With Ashish on board, our India team will continue to reach new heights since he has the ideal skill set to execute our value offer.
Pathak made the following statement in response to his appointment: “The function of PR and communications has radically expanded to give holistic solutions for brands – solutions that garner attention for the brand and provide guidance for creating paid initiatives. The boundaries have become hazy, yet an idea’s potency remains constant. I’m eager to work with current and potential customers from a variety of industries to improve Edelman’s storytelling strategy and offer original solutions to brand-related issues. The currency of earned media — known for its nimbleness and agility in producing work that wins awards — will serve as the inspiration for the work we seek to produce.