Tresa Paul takes charge of DY Works
India’s leading Design Thinking firm, DY Works has announced the appointment of Tresa Paul as their new CEO and Managing Director to spearhead its next phase of growth. She takes charge from Alpana Parida who has moved out to pursue entrepreneurial opportunities.
The appointment is part of a new direction for the firm which in the past decade has worked on numerous brand and packaging projects and was slowly pivoting to newer areas of brand and business consulting.
Most recently Paul was Head of Products & Marketing (APAC) for Bonzai Digital, the Singapore based programmatic creative technology platform and Senior Vice President at Ogilvy & Mather India right before.
Santosh Desai, CEO and Managing Director - FutureBrands, which owns a majority stake in the company, puts the appointment in perspective: “For the past 10 years, DY has done memorable work in brand design and packaging rooted in deep cultural insights with the best brands in India.”
“This next phase is about leveraging the current position and ensuring DY moves into its next chapter of growth and impact. I couldn’t be more delighted to welcome Tresa to lead DY into its next journey.”
Paul has to her credit Bonzai’s marketing success in the APAC region establishing Bonzai’s strength as a creative personalisation platform for brands and in her role at Ogilvy & Mather India, she successfully built Ogilvy Mumbai’s digital forward B2B expertise while leading the integrated mandate for Vodafone Business Services.
Says Paul: “ I am excited to take charge of DY Works. DY’s approach of design thinking, cultural insights and semiotics in futureproofing brands is well known. Our added focus will be on design and its impact on systems and communities as a whole while we continue to do what we do best. I look forward to designing this new journey with Team DY.”