Shibu Shivanandan, one of the co-founders of Resultrix (a digital agency, now acquired by the Publicis Groupe), who quit the agency in February 2016, recently announced the launch of his independent digital marketing firm PivotRoots.
Shivanandan is accompanied by Hetal Khalsa and Dhruvi Joshi, who join him as co-founders in this new venture.
Within a short span of three months, PivotRoots is already working with brands like Pidilite, ICICIBank, fourseven.com, Meru Cabs, Honey Twigs, and Loylty Rewardz.
PivotRoots will focus on data-driven marketing and design thinking-led strategies as it firmly believes this will be the future of the digital domain and can be a complete game-changer if used smartly across all platforms and media channels.
As managing director, Shivanandan is responsible for the overall growth of the organisation and drives specialised teams for technology and an experiential lab. Khalsa leads the entire experiential team as chief creative officer, and gets design thinking practice to life for new, as well as existing solutions or products.
Joshi, who is head, media and innovation, is responsible for leading the brand and performance media business, as well as for the setting up of the innovation lab at PivotRoots.
Sharing his views, Shivanandan says in a press release, "Understanding consumers better through data and providing them the right experience across all digital channels will be the only way brands will be able to sustain, differentiate, and grow in this cut-throat digital space. We at PivotRoots, aim to create products and processes to bridge this gap for brands."
As part of its agenda, PivotRoots, with its head office in Mumbai, plans to expand in Delhi and Bengaluru, as well as in international markets such as South-East Asia, and the Middle-East and North Africa (MENA) region in the near future.