Malcolm Raphael joins Sideways as Chief Growth Officer

After eight years of building a rock solid foundation, and honing its approach and processes, Sideways is now all set to take its offerings to the market aggressively. It has on-boarded Malcolm Raphael as its CGO to lead this charge.

In his new role, Malcolm will be focusing on business growth and expansion for the new age creative problem-solving company by focusing on new markets, new opportunities and collaborations.  

In his 25+ years’ experience, Malcolm has been fortunate to work on all sides of the table - Advertising, Marketing, Brand Consulting, Investment and Media giving him a holistic perspective while looking at a business or brand problem. He has worked across a spectrum of brands across MNC’s; large and small home-grown companies and start-ups. He has provided advertising solutions, launch/relaunch strategies, corporate rejuvenation roadmaps, brand identity, brand extensions & architecture, product, packaging and retail design, to media and communication strategies. 

Commenting on his new role with Sideways, Malcolm says, “What attracted me to Sideways is its unique approach to solving a business or brand problem. They are unlike any other agency or consultancy I have come across. I subscribe to their belief that in today’s environment, solutions to complex problems lies at the intersection of disciplines. They are able to provide these thanks to an eclectic team of strategists, technocrats, writers, product designers, management consultants, UI/UX and graphic designers and many others. I am looking forward to telling their story to the world.” 

In his previous and long stint at BCCL, Malcolm steps out of his role as Senior VP and Head, Creative Strategy, Brand Content, Innovations and Trade Marketing. At the Times Group, he was known for driving new ideas, innovations and campaigns that re-energised creativity in Print. He was instrumental in launching multiple initiatives like the Power of Print IP, Brand Equity Times Ahead, Innovation Roadshows and a very unique business model called BrandScope, where he created consumer brands from scratch. Apart from his day job, he also spearheaded the Cannes Lions relationship and drove the Young Lions and Young Spikes competitions in India. He is part of the Advertising Club managing committee and has been part of the Effies, Emvies and Abbys juries. 

Speaking on the appointment, Abhijit Avasthi, Founder, Sideways, said, “Till now we have grown only organically, by word of mouth, without participating in pitches, solely on the basis of our work and reputation. While we have worked with over 100 companies till date, I believe we can add exponential value to a lot more businesses  - it’s just that we have been very quiet about what we do and most companies are unaware of what all can Sideways do for them. Malcolm is the perfect person for taking the Sideways story to the world. Because of his varied experiences, he intuitively gets what Sideways does.”