MAM
Efficacy Worldwide bolsters leadership with three senior hires
Gurugram: Efficacy Worldwide, the full-service advertising and marketing agency founded in 2021, has added three heavyweights to its top deck as part of an aggressive expansion across India.
Somnath Sarkarr joins as national investment director, bringing two decades of media-buying expertise from Madison, Vivaki, Lodestar UM and Initiative, where he was most recently vice-president investment. He will oversee digital and traditional media portfolios, blending programmatic with scale, and drive partnerships to squeeze more value out of spends.
Prajesh Dutta, with over 20 years at Madison, Wavemaker, m/Six, Maxus and GroupM, has been named national director – strategy and innovation. He will spearhead P&L, sharpen strategy and strengthen teams.
Meanwhile, Raj Choudhary takes charge as business head for the south. He moves from History TV18, where he was regional head, and has stints at Zee Media, Indian Express, Warner Media, Network18, Sony Pictures and Network India.
“We are at a pivotal point in our journey and these three key senior appointments underscore our commitment to strengthening leadership and scaling operations across India,” said co-founder Sapna Sharma.
In three years, the agency has bagged mandates from Kohler, Omega, Rado, Hero Cycles, Suzlon Energy, Foundit, Clear Dekho, UP Tourism and more. Efficacy has built a reputation for marrying creativity with technology, wielding AI-led insights, influencer SaaS tools and funnel optimisation to deliver ROI at speed.
The trio’s combined half-century of experience marks the agency’s latest attempt to turn scale into clout.
Brands
MEASAT names John Loke CTO to lead AI, multi-orbit growth strategy
Returning executive to steer innovation and satellite tech roadmap
KUALA LUMPUR: MEASAT Global Berhad has appointed John Loke as its chief technology officer, tasking the returning executive with steering its next phase of innovation and growth.
In his new role, Loke will lead the company’s digital evolution and regional strategy, with a focus on AI-led solutions and multi-orbit satellite capabilities. He will also oversee key divisions spanning satellite and network engineering, operations, and IT and digital transformation, while handling the technical side of satellite and launch procurement.
The appointment marks a homecoming of sorts. Loke previously spent a decade at MEASAT in senior leadership roles, including vice president of network engineering and operations and customer engineering. During that time, he played a key role in delivering major initiatives such as MEASAT-3a, MEASAT-3b and the CONNECTme service, strengthening the company’s position in the region.
Most recently, he served as CTO at a Singapore-based satellite operator, where he led the rollout of high-speed broadband services across the Asia-Pacific market. Earlier in his career, Loke was part of the pioneering team at Singapore Telecommunications Ltd that launched the ST-1 satellite operation.
With deep institutional knowledge and a broad regional lens, Loke’s return comes at a time when satellite players are rethinking strategy amid rapid technological change. His mandate is clear: align innovation with growth and ensure MEASAT stays firmly in orbit in an increasingly competitive spacetech landscape.
