TBWA India appoints XaviBech de Careda as chief strategy officer

Bech de Careda, a Catalan national from Barcelona, Spain, earlier worked with DDB Mudra Delhi, where he was head of planning.

TBWA India has appointed XaviBech de Careda as chief strategy officer.

Careda, a Catalan national from Barcelona, Spain, was earlier working with DDB Mudra, Delhi where he was head of planning. At DDB Mudra, he managed brands such as Wrigley's, Yamaha, Bata and Panasonic.

In his role, he will work alongside the management team at TBWA and oversee the entire strategic planning function of the agency.

Shiv Sethuraman, CEO of TBWA India, says, "Xavi is passionate, articulate, ambitious and multi-talented. We wanted to step out of the box with this hire and find someone who wasn't necessarily schooled in the Indian planning system. He has been, among other things, an assistant film director and a food technology researcher. He has also worked across many markets internationally. I am hopeful he will bring this wide and wonderful 'education' and his Indian experience to help create a beautiful story for TBWA."

Careda adds, "It's a great opportunity for me to join this dynamic team. TBWAIndia is very well positioned for a new chapter in its story; it has the right talent, passion and human approach to make a difference in India and I'm really looking forward to collaborating with the team and disrupting conventions in this complex market. I'm absolutely thrilled to be a part of it."

Careda began his career in the UK as a food technology researcher at Unilever and worked across Europe in various capacities, most notably with Rapp Collins and DDB on brands such as Audi, Fujitsu and Volkswagen.