Pinaki Dutt moves from MediaCom Singapore to global role at Coca-Cola

Pinaki Dutt has left MediaCom after 13 years to join the Coca-Cola Company as global senior director tools and protocols, strategy and insights. Dutt was most recently global head of applied connected intelligence at MediaCom based out of Singapore. He will be moving to Atlanta as a part of his new assignment.

Speaking to Mumbrella, Dutt said: “I came from a research and consultancy background, before Mediacom. The nature of my role within Mediacom was consumer insights and business intelligence – working with key clients and creating new frameworks and solutions. The role that I am moving to is global senior director tools and protocols, strategy and insights, Coca-Cola

“It is a very exciting opportunity which is why I have left a very settled, happy and comfortable job to move halfway across the world for a different role in a different company.”

Dutt joined MediaCom in 2006 as associate director of Asia-Pacific, moving from research firm IPSOS where he was associate director for advertising research based out of Guangzhou, China. He had previously worked for Nielsen and TNS across India and the Philippines.

Speaking about his stint at MediaCom, he said: “Every agency has good business and people. I was fortunate at MediaCom to get people who were absolutely amazing and mentors as well. It was very inspiring to work with them.  My global role allowed me to interact and learn from markets and people across the world.”

“MediaCom allowed me to have a lot of liberty and space to do things which ultimately may or may not have been in core media, but which ended up being used in media. I participated in a lot of local, regional and global pitches and it was amazing to have the ability to influence a lot of outcomes. As long as you are doing that, you are happy, learning and growing.

“At MediaCom, while I was responsible for creating consumer frameworks, I also had the opportunity to partner with Hofstede Insights, the culture pioneers – the organisation that works with the framework created by the world renowned social psychologist Geert Hofstede, a pioneer on culture understanding

“I worked with neuro-practitioners to decode the brain and its nuances for consumer behaviour and decision making dynamics. The ability to do all that was a great opportunity. It was a very difficult decision to move on but also an exciting thing to work at Coke on the brand side.”

Speaking to Mumbrella about Dutt’s exit, MediaCom Asia-Pacific CEO Mark Heap said: “Pinaki has been a valuable member of our regional and global team since joining us 13 years ago. During his time with us, he led our global Hofstede Cultural Connections project which has been extremely successful in helping us and our clients understand the underlying cultural dynamics that influence communications effectiveness.

“His commitment, drive and passion to MediaCom, his team and clients has been exemplary. I know that he will be missed and on behalf of all of us at MediaCom and I’d like to wish Pinaki the very best for the future. We are beyond thrilled for him and his new role at one of the world’s most prominent brand marketers.”


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