Prakash's background is suited for moving the agency beyond advertising and into consulting-like practices. She joined the TBWA in February 2020 as global director of product and marketing from Cognizant, where she served as co-head of Cognizant Interactive and global head of strategy and design. Prior to Cognizant, she was managing director at Accenture Interactive, where she led the content planning practice.
Noting that marketing decision-makers are now also often responsible for customer experience, Prakash said the goal is to help them create new ways for a brand to stick in consumers' minds across the full breadth of a brand's touch points.
“As CMOs across the industry evolve into chief experience officers, their focus is shifting from capturing existing demand to creating new stickiness for a brand in all the ways it interacts with its customers,” said Prakash. “Only a creative innovation partner with a suite of specialisms aggregated around a single, powerful brand idea can deliver the total experience those clients need today.”
She used as an example Adobe. “[The company is] very product-focused in that they can go deep into, say, Photoshop, but the real unlock is when you use the suite of products," said Prakash.
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In her role as chief product officer, Prakash will oversee the global rollout of four nascent lines of business that the agency said go “beyond the confines of traditional communications.”