Tribal DDB India, the digital arm of the Mudra Group, has appointed Max Hegerman as president. He replaces Leroy Alvares, who has moved to Wunderman, the direct marketing arm of Rediffusion - Y&R as president.
Earlier, Hegerman was regional managing director, TBWAMedia Arts Lab at Beijing, where his mandate was to establish and maintain office to support the global expansion of its client, Apple.
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In an official communiqué, Madhukar Kamath, managing director and chief executive officer, Mudra Group, says, "Max brings with him a unique skill set combining experience on global brands, exposure to various markets worldwide and expertise in the digital space. Our ambition for Tribal DDB India is to add to the brand's formidable global reputation and help our clients in India find new and better ways of engaging their consumers."
Hegerman has about 18 years of work experience across advertising, marketing and communications planning for clients such as Nike, Pizza Hut, Land Rover, Volvo and Apple. He started his career in 1990 with Hal Riney & Partners, a full-service advertising agency based in San Francisco (US). After working there for three years, he joined Wieden + Kennedy in Portland, where he handled Nike's global account.
In 1996, Hegerman moved to Goodby, Silverstein & Partners and was part of the team which pitched for and won the Nike account. Later, he worked with Euro RSCG as managing director and handled the Volvo Car account for the North American market. He joined Energy BBDO as senior vice-president before moving to Initiative in 2007. In February 2008, Hegerman shifted to TBWAMedia Arts Lab.
Tribal DDB handles clients such as LIC, Nike, MTV, Volkswagen and Citibank in India.