Emmanuel Upputuru will launch his new business


His last stint had worked at Cheil Worldwide.

In March 2022, Emmanuel Upputuru left his position as Chief Creative Officer at Cheil India. There have been few indications of his next move, other than sharing stories from various European countries for nearly a month. His new self-funded outfit will be called EFGH Brand Innovations. Although he has yet to confirm what this means, he claims that EFGH has a strategy to change the game in the war of great talents.

Elaborating further, he said, “Obviously people want to know what EFGH stands for. That’s exactly one of the reasons I picked him out of the millions of other names I’ve flirted with. The answer is of course I don’t know. Is it an abbreviation? An acronym? Maybe it is, or maybe it’s a word, there is no single answer. Throughout my career, I have refused to do one type of work. Efgh must become something by itself without me imposing a name and a meaning on it that it must live up to. The work model is going to be disruptive. We’ve already proven this with a massive project we did for Tech Mahindra for their foray into the Metaverse. A team of 14 professionals, handpicked from different geographies with different skill sets, with the client seated in New York and the work delivered in Barcelona. This included shooting a movie with Mr. Mahindra. So this is a great start for us.

On his partner, Joyce Shepherd, “For my co-founders, I just had to look beside myself. Joyce is not only a brilliant writer, but an artist at heart. She quit her job to join The Offspring Pvt Ltd. All these years she has been my silent partner in almost every job I have done. It is now time for her to come out of the locker room and accompany me on the field to play by my side. We look forward to growing this business together.”

“I think the E in EFGH should be Emmanuel. When we gave up the comfort of a good job that Emmanuel had no pressing reason to leave, it was a brave move. If you have met Emmanuel, you will know that he is never static. With the constant flood of new ideas and technologies, he tries to absorb and learn as much as he can, and it trickles down to his work. For me, after years of working on standalone writing projects, including heavy projects like coffee table books for HCL, the agency’s structure and day-to-day workflow required recalibration. But with Emmanuel and the team we’re building, I’m confident in the prospect of going all out,” says Shepherd.

The agency also plans to release NFTs that will allow people to be a part of Efgh’s story.

Joyce Shepherd Upputuru has worked at agencies like Leo Burnett, Bates, Capital and ITSA. Emmanuel Upputuru has steered places like Cheil, Ogilvy and Publicis to numerous businesses and worldwide fame. This would be his second attempt as an entrepreneur after ITSA. Over the years, he became an avowed creative director of Clients.


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