Rajiv Jayaraj steps down as APAC head of Mediabrands Content Studio

Rajiv Jayaraj (pictured) has stepped down as the APAC head of Mediabrands Content Studio, as confirmed to MARKETING-INTERACTIVE by the agency. 

"We thank Jayaraj for his many contributions to the IPG Mediabrands network over the past five years, and we wish him every success in his future endeavors. We have no doubt that he will continue to achieve great things,” said a spokesperson at IPG Mediabrands APAC. 

In a conversation with MARKETING-INTERACTIVE, Jayaraj said that his move from IPG is less about the network or its leadership but rather, about provoking change in the industry at a time when it is needed the most.

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He joined the agency as the APAC head of content at UM Worldwide in 2019 before stepping up as the APAC head of Mediabrands Content Studio in 2022, a move that Jayaraj considers one of his proudest achievements in his time there. 

"Being given the opportunity to set up Mediabrands Content Studio in Singapore was a huge moment for me," said Jayaraj. "Even more so was the pride I will continue to have seeing the MBCS team embrace the philosophy of 'media-born, audience-informed creativity' and reimagine it to reach communities on algorithm driven feeds."

He added that having the privilege to work with other IPG agencies collaboratively such as UM, Initiative, Weber Shandwick, Craft, MullenLowe, McCann and directly contribute on clients such as MSD, Abbott, Spotify, L'Oreal, Dyson, Sentosa, Lego has been "incredible".

"Winning the Spotify social and content business in 2019 was a big milestone for me - it was the first regional content business for UM and a piece of business that allowed us to be truly integrated across creative, social, branded entertainment, influencers, experiential, with media leading the way," added Jayaraj. "But most importantly it drove some amazing business results for Spotify with the team at UM."

Jayaraj told MARKETING-INTERACTIVE that his next step will see him continuing to do what he loves which is to help brands drive their business forward through evolving approaches to creative and innovation.

"The difference will be in the added opportunity to directly impact and shape marketing operating and agency models," he said. 

He explained that this is especially critical and exciting with the acceleration of Gen AI in both media ops and creative production, creator marketing as a primary media strategy, the mainstream success of branded entertainment and culture marketing, and the popularity of social commerce, all of which are reshaping how brands engage with consumers.

"These accelerated shifts will challenge both brands and their partners to review their approach to comms planning and execution, as we address issues like privacy, compliance, risk, and ownership," he said. 

Prior to his stint at IPG, Jayaraj was head of strategy and ideation at Prodigious Worldwide, a stint he held for just over a year. He has also held roles in companies such a Beach House Pictures as its director of content development, MEC Wavemaker as its director of content production and BBDO Singapore as a senior account manager. 

The news comes shortly after IPG Mediabrands appointed Kristine Biti as the APAC head of KINESSO. The news came following transition of Matt Ware to the position of CEO IPG Mediabrands Japan.

Biti is located in the KINESSO RHQ in Singapore, and is currently reporting to Leigh Terry, CEO IPG Mediabrands Asia-Pacific.

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