Arianna Salcedo

Arianna is an expert in creating high volume processes for implementation on a global scale.

Arianna is an experienced bilingual Client Services Director with over ten years of Global Outsourcing Experience, working with in-house and off-shore global teams. For the past six years, she has been heading the retail division as Client Services Director for The Ad2pro Group and Madras Global, working with clients like Macy’s and Patheon.

Before that, Arianna was an Account & Production Manager at RR Donnelley wearing many hats, working with clients that spanned the globe, from EMEA, LatAm, and the US in the pharmaceutical and Investment Banking industry.

Arianna is a strong business development professional with Operations Management, Customer Relationship Management (CRM) and Event Management know-how in digital marketing, retail, advertising and automation industries.

Arianna was born in the Dominican Republic and raised in NYC. She has a Bachelor’s degree in Business Administration and Management from Berkeley College. In her spare time, Arianna enjoys volunteering with the elderly, and community groups.

Mike Monroe

Mike has a specialist focus on brand building and business transformation for retail enterprises.

Mike is a seasoned marketing executive with more than 20 years of digital, eCommerce and traditional marketing experience.

Mike has been recognized on several occasions for his many accomplishments including the prestigious Chairman’s award for outstanding contribution to’s success by Macy’s Chairman and CEO, Terry Lundgren.

Mike lives in New York City.

Rob Andrews

With experience that spans many sectors, Rob enjoys helping brands reshape their cultural context to engage their customers.

Rob has worked with Madras Global in the UK and India, and currently runs the London office. His 25 years in working with brands include time at Interbrand Newell and Sorrell and The Brand Union, six years in India and running his own award-winning agency, R&D&Co, in London. During this time, he has worked with clients across sectors from arts all the way to zoology, creating brands for organizations as diverse as The British Museum and British Airways.

Rob enjoys helping brands reshape their cultural context to engage their customers, like helping a brand new Saudi bank celebrate 1,000 years of trading history; blowing the dust off fusty books for Hachette; adjusting the world’s largest student travel company to the post gap-year world; teaching tea-loving Asia to try Nescafé; and getting London’s The Old Vic theater to think Hollywood.

Rob is a member of D&AD and the writing-for-business organization 26 – contributing to their books The Bard & Co and 26 Malts.

Shiva Kris

By building and executing technology and strategy vision, Shiva creates innovative consumer experience solutions for clients.

Shiva has over 20 years of experience in engineering, product and program management, data science and brings in a wealth of domain experience in advertising, decision sciences, big data, artificial intelligence and a/b testing.

Prior to joining Madras Global, Shiva held technology and product management leadership roles at Yahoo!, Hyperion (Oracle) and [24] in the US and in India. He brings in focus on innovation, revenue growth, and building teams and has built products and services with revenue in excess of multi-million dollars in the internet, advertising, cloud, data-insights, media and mobility spaces.

Shiva is passionate about technology, especially AI and big-data, and has defined, built, and operated internet and client application software, infrastructure software, information management technology, data systems, media monetization, consulting, integration and managed services businesses in enterprise and service provider markets.

Vikram Menon

Vikram puts his 25 years of leadership in digital branding, customer experience and technology to work for clients in both India and around the world.

Vikram Menon, President – Global Operations at Madras Global, India, has over 25 years of experience working in the industry. Prior to leading the operations of 2AdPro and Madras Global, Vikram spent over 18 years at Ogilvy where he worked across several of the agency’s divisions. His last role at Ogilvy was leading OgilvyOne which grew to become India’s largest and most awarded Digital Agency where he was President and Country Head. Over the course of his career, Vikram has worked on several large local and global brands including American Express, Lenovo, IBM, Unilever, Diageo, Coke and SC Johnson to name a few.

Vikram brings vast experience in developing campaigns and content on a broad scale. In his role at Madras Global, Vikram is responsible for building and managing a team that will drive the work for clients both in India and abroad.

In his free time, Vikram dabbles in origami, collects pens, travels and reads voraciously.

Shark Duo Clean




The vacuum head had not changed in over 50 years. And no one seemed to notice. Except for Shark, that is. They realized that many of the problems people took for granted while vacuuming could be solved if they engineered an entirely new structure. It was a brand-new technology called DuoClean, and it changed the game. But how do you tell the world about an amazing innovation that literally no one was waiting for?


Go in depth. We used CGI and motion control cameras to create a TV spot that explained common vacuuming problems, and then DuoClean’s solution, at a granular level – literally. We even art directed our dirt, by making it bright, vibrant and eye catching, rather than drab and depressing. With slick camera work and editing, more like a car ad, consumers understood that something big was happening. We then re-edited highlights of our spot into multiple social posts, and let them go to work.

Shark ION & Flex




For the 2017 holiday season, Shark had to launch two brand new vacuum products in a very crowded market: a cordless vacuum and a robot vacuum. TV and social were required to build demand for these products. Immediately.


To meet this challenge, Madras partnered with a one-stop production and post-production house, to shoot both products, each with their own spots.

The approach for TV utilized powerful product performance moments to highlight the heroic role these inventions can play in everyday homes.

For social, Madras utilized the footage from the shoot to develop a dozen unique and “snackable” shorts (7-10 seconds) for each product, communicating the key message in the first three seconds.

The results speak for themselves, The Shark ION Robot quickly became a hot item on Amazon and the Shark ION Flex 2x did very well in retail throughout the holiday season.

Standard Fireworks

Standard Fireworks



Standard is India’s largest fireworks manufacturer, and consequently one of the largest in the world. But they lacked the firepower to sell internationally, and asked us to create a brand that would carry their 500 SKUs across both a rapidly-gentrifying India, and the world.


We leveraged the fact that each type of firework had its own character and set about creating the back story and personality for each one, from angry soldiers to enigmatic acrobats which resulted in a crazy, beautiful, imaginative world.

View Point: Super Bowl Andrew Ladden, Madras “Of course, great work trumps everything. No pun intended.”

Andrew Ladden 01 February 2018

In a few words, can you tell us who you are and what your job title is?
Andrew Ladden, Chief Creative Officer, Madras Global.

The current price for a 30 second slot is over $5 million. In your opinion is the spend worth it?
If your total ad budget is $5 million, then no, it’s a stupid buy. You’re not going to pull an “Apple 1984.” That happens once in a generation. And today, there are literally millions of things you can do with $5 million that will move the needle a ton. But, if this media buy is just a part of your much bigger plan, then yes, it can be great for your brand and it can start all kinds of ongoing conversations. Of course, the work better be amazing. If it’s not amazing, you’re setting a lot of your money on fire.

Is there a demographic you believe Super Bowl advertisers have failed to target or a business sector that is underrepresented?
Everyone watches the game. It is omni-demographic. My guess is that women are not addressed in an intelligent manner. Ads tend to be “guy humor” or “tear jerkers.” But I think a traditional, female brand with a big budget could make an impact with some media here. You don’t expect it, so just being there will get it noticed. Plus it would provide some creative inspiration for the spot itself.

Who do you think is the ‘brand to watch’ at this year’s Super Bowl?
Brands are wisely making the game part of a larger content moment. Their spots are part of a longer conversation. But whoever takes it to the next stage, and converts all that content into an opportunity for real commerce, will win the game.

Do you think advertisers can benefit from taking a political/social stance in the Super Bowl?
No. It’s becoming cliché. Of course, great work trumps everything. No pun intended.

Are there any fumbled opportunities that come to mind when you think of past Super Bowl advertising?
I remember watching with baited breath as a major brand revealed their new tag line at the Super Bowl. And they teased it for weeks leading up to the game. Then they ran the spot and everyone thought “who cares?” It’s a case of making the advertising the story, rather than the brand itself. That never works.

Eagles or Patriots?
I’m from New York. No good outcome.

What is your favorite Super Bowl ad of all time?
From my adult life: Chrysler’s “Imported from Detroit” with Eminem. Still gets me choked up every time I see it.

From my childhood: Coke’s Mean Joe Green ad. “Thanks, Mean Joe!” Come on, that was amazing.

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