Ulka Appoints Maithili Mullick As Executive Creative Director
Ulka has appointed Maithili Mullick as Executive Creative Director, reporting to Rakesh Menon, the agency's Chief Creative Experience Officer.
- Role: Executive Creative Director, Ulka, part of BBDO Group India
- Reports to: Rakesh Menon, Chief Creative Experience Officer
- Previously: twelve years at FCB Interface, intern to Group Creative Director
- Then: ANZ Bank's in-house agency, in Australia
- Brands: Beiersdorf, Mondelez, Unilever, Mahindra, Skechers and Xiaomi, among others
What Maithili Mullick Brings To Ulka
Twelve years inside one agency, starting as an intern and leaving as a Group Creative Director, is an unusual shape for a creative career and a specific kind of qualification: it means having seen the same shop from the bottom and the top, which is what building teams in one actually requires.
The named work points the same way. Ladki Haath Se Nikal Jayegi for Mahindra and Nanhi Kali and TR for Teacher for Navneet Education are both campaigns that had to argue a position rather than describe a product.
The Client-Side Detour That Matters
The move to ANZ Bank's in-house agency in Australia is the part of the record that distinguishes it. Agency experience shapes how somebody leads a creative team; a period inside a client gives a different thing, which is an understanding of what the business is actually trying to decide when it commissions work.
Mullick's own account of joining names the ambition rather than the brief: already knowing people at Ulka and having seen how good they are made the decision easy, but what was exciting was the hunger to build something bigger.
What The Appointment Signals
Menon described a rare combination of clear strategic thinking and the creative instinct to turn that thinking into compelling work, adding that having worked with Mullick for many years he has seen how naturally she brings out the best in people.
Read plainly, Ulka has hired for team-building as much as for output. An agency stating an ambition to grow needs someone who can make other people better, and the brief as described is to build on the agency's legacy with work relevant to a changing cultural landscape rather than to replace what is there.
More people moves on Ad Tribe.