Page 31 - Internationalist Magazine 2015 75

PERSPECTIVES
I

N
tions for consumer and entertainment companies such as N Yet, she’s keenly aware that new ideas are just the be-

20th Century Fox, A+E Television Networks, Warner Bros. O ginning. “Limits,” she said, “are what make you think. Give

and Mattel.
V me a barrier and I’ll out gure a way around it.” Heather

A has found that applying a decision tree to balance the merits His varied background is now paying off for his clients.

T of an idea against the right challenge is more meaningful to He says, “I spent most of my career in the entertainment
O clients. This helps to guide the conversation in an innova- industry, working with new platforms and technologies (3D

R tive, solution-oriented way that is governed by the realities cinema, streaming video, on demand, mobile video, etc.)

S
and restrictions that really push the right idea through to to enable storytelling. On the more practical side, I have

creation.
always been able to link those creative elements with sales

2 and marketing programs that drive brand growth. Bringing
that experience to the media agency world has enabled me Tej Desai, Managing
0 Partner, Account Director,
1 to help clients think differently about how media can be a
GE Global Account Lead
5
strategic partner in innovation, not just a planning/buying
— MEC
partner.”

Tej leads the General Electric (GE) He believes that innovation is constant improvement
and evolution of ideas. “It doesn’t have to be a shiny new
global business across 15 worldwide
eeting technology, or working with the hottest startup.
markets. Through his leadership,
MEC has activated multi-media cam- Rather, it’s taking marketing to new levels – whether it’s in

paigns across the globe. From a global
digital, experiential, or global. It’s something that makes

and pan regional perspective, Tej has led the award-winning customers and audiences in general, stop, think, and be

GE Look Ahead native content program with the Economist inspired.”

as well as a launch partnership with Quartz in India. To Brendan Gaul, Global
date, MEC has secured 20 new global content partnerships
Creative Director — UM
for GE.

The MEC New York of ce drives the global management Recently appointed as the head of

and innovation across all markets. According to Tej, “This all things creative at UM, Brendan

hub and spoke system allows us to build deep global con- brings a rich blend of authenticity
tent programs that cross borders, and are planned and
and purpose-driven passion to his
negotiated here in New York. These are supplemented
role as Global Creative Director

by local partnerships that really drive business results in and Head of UM Studios.

Brendan is charged with
market, creating broad reach with local relevance. I’m really

building custom, story-led marketing campaigns while also proud of the way we have taken the native content adver-
tising approach and scaled it globally for GE, bringing on
working to expand UM Studios across the globe. His ac-
over 50 partners who create content experiences to tell the
claimed work for clients such as Sony, United States Postal
Service, BMW and Johnson & Johnson has made Brendan a GE story. A few years ago, many international markets had

creative force to be reckoned with in the media industry.
never heard of native content.”

Tej’s category experience spans entertainment, B2B, His most recent enterprise, Clean & Clear’s See The Real

consumer packaged goods, toys/gaming, and more. Most Me, embraces content as the key to reclaiming teen relevance.
recently, he managed the Hasbro and Nikon accounts at
Joined by a mixture of celebrity supporters and social in u-
Interpublic Group’s Initiative Media. He possesses a very encers, See The Real Me (currently being produced for U.S.,

unique blend of client-side executive marketing manage- Canadian and Indonesian markets) turns the spotlight on cou-

ment experience combined with integrated media agency rageous, real girls as they individually take you on their journey

expertise across various targets and multiple categories. Tej of self-expression. The latest US installment features 14-year-
earned his M.B.A. from UCLA’s Anderson School providing
old Jazz Jennings, the rst transgender woman to be named
him with strong core business and management founda- a spokesperson for a major global brand. The campaign has

tions. A graduate of Brown University, he has worked in garnered over 38 million views across more than 118 pieces

management consulting, and in executive marketing posi-
of content, generating over 200,000 engagements, and over

www.internationalistmagazine.com 29