Spalba has appointed Tanima Tripathi as Creative Director – Strategy & Concepts, bringing over a decade of experience across creative strategy, branding, and client servicing. Based in Gurugram, she will lead strategy-led creative direction and narrative development, reinforcing the agency’s focus on integrated, insight-driven storytelling.
Spalba has announced the appointment of Tanima Tripathi as Creative Director – Strategy & Concepts, marking a significant addition to the agency’s leadership team as it sharpens its focus on strategy-led creativity and cohesive brand storytelling. With more than a decade of experience spanning creative strategy, branding, and client servicing, Tripathi steps into the Gurugram-based role with a mandate to strengthen narrative development and integrated thinking across the agency’s portfolio.
In her new position, Tripathi will be responsible for leading strategic creative direction, aligning conceptual frameworks with business objectives, and shaping brand narratives that resonate across platforms. The appointment signals Spalba’s intent to deepen its strategic backbone while enhancing its creative output, a move increasingly critical in a marketing landscape that demands both agility and insight-driven storytelling.
Tripathi brings with her a career built at the intersection of strategy and execution. Most recently, she served as Deputy General Manager – Creative Strategy at Tribes Communication from June 2023 to February 2026. In that role, she worked on a range of marketing strategy and branding mandates, contributing to campaign ideation, brand positioning exercises, and integrated marketing solutions for diverse clients. Her tenure there further cemented her reputation as a professional capable of bridging conceptual strategy with on-ground delivery.
Before her stint at Tribes Communication, Tripathi was associated with WALK Experiential Marketing & Management for nearly two years. Between November 2022 and June 2023, she held the position of Group Account Manager – Strategy & Client Servicing. Prior to that, from October 2021 to November 2022, she served as Senior Manager – Strategy & Client Servicing, operating out of Gurugram. During this period, she navigated complex client relationships while driving strategic alignment across experiential campaigns, demonstrating her ability to manage both creative ideation and stakeholder expectations.
Her earlier professional chapter includes a brief but impactful tenure at STCH Integrated Marketing Solution, where she joined in January 2020 as Client Servicing Manager. Although her time there lasted until June 2020, it added to her growing repertoire of integrated marketing and client management expertise during a period of significant shifts in brand communication dynamics.
Tripathi’s formative years in the industry were shaped at Candid Marketing, where she spent over four years from September 2015 to January 2020. During her tenure, she progressed through multiple roles, including Assistant Manager, Senior Account Executive – Client Servicing, and Manager. Her responsibilities spanned account management, client servicing, and strategic coordination, giving her a comprehensive understanding of campaign lifecycle management—from brief interpretation to execution and performance evaluation.
This steady climb across agencies reflects a career built not merely on title progression but on expanding scope. Over the years, Tripathi has navigated traditional client servicing, strategic planning, branding mandates, and experiential marketing, equipping her with a 360-degree perspective on how brands operate and evolve. It is precisely this cross-functional insight that Spalba appears keen to leverage.
Industry observers note that agencies are increasingly investing in leaders who can synthesise data, brand narrative, and creative expression into unified strategies. The fragmentation of media platforms and the proliferation of consumer touchpoints have made it imperative for creative directors to think beyond aesthetics and campaign slogans. Strategy is no longer a back-end function; it is central to creative ideation. By appointing Tripathi to lead Strategy & Concepts, Spalba underscores its commitment to this integrated philosophy.
Based in Gurugram, Tripathi will work closely with cross-disciplinary teams to ensure that campaigns are rooted in research-backed insights while retaining creative distinctiveness. Her experience in client servicing positions her uniquely to understand business challenges from the client’s vantage point, enabling her to craft solutions that are both imaginative and commercially viable.
The move also reflects a broader trend in India’s marketing ecosystem, where agencies are recalibrating their structures to respond to evolving client expectations. Brands are seeking partners who can move fluidly between brand building and performance-driven communication, storytelling and analytics, creativity and accountability. In such an environment, leaders who have traversed multiple functions within agencies bring invaluable perspective.
For Spalba, Tripathi’s appointment may represent more than a leadership addition; it may signal a strategic pivot toward narrative coherence. As brands grapple with maintaining consistent voices across digital, experiential, and traditional channels, the emphasis on conceptual clarity becomes paramount. The Creative Director – Strategy & Concepts role is therefore not just about overseeing ideas but about defining the strategic spine that holds campaigns together.
Tripathi’s professional journey illustrates a consistent thread: a focus on understanding brand objectives deeply before translating them into communicative frameworks. Whether managing accounts, steering strategic mandates, or coordinating experiential rollouts, she has operated at the convergence of insight and execution. That blend of analytical grounding and creative fluency is increasingly valued in agencies aiming to differentiate themselves in competitive markets.
Her appointment arrives at a time when agencies are reimagining internal hierarchies to foster collaboration between strategy and creative teams. Rather than operating in silos, forward-looking firms are encouraging integrated leadership roles that unify thinking from inception to deployment. In positioning Tripathi at the helm of Strategy & Concepts, Spalba appears to be aligning with this evolving model.
As she steps into her new role, the expectations are clear: to cultivate strategy-driven creative processes, strengthen narrative development capabilities, and guide teams toward delivering cohesive, insight-led campaigns. For Tripathi, it marks the next chapter in a career defined by steady progression and expanding influence. For Spalba, it signals a commitment to marrying strategic depth with creative ambition—an equation that increasingly defines success in today’s brand communication landscape.
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