Yaap has announced the appointment of Sambit Mohanty as group chief creative officer.

He will lead creative vision and excellence across the Yaap network, integrating brand storytelling, social, content, influencer-marketing, technology and AI-powered creativity into a unified offering designed for the modern marketing era.

Mohanty moves from McCann Worldgroup after a stint of six years, where he was creative head.

Dr Atul Hegde, founder, Yaap, said, "The next decade of marketing will not be won by media alone, technology alone or creativity alone. It will be won by organisations that can bring all three together. Sambit is one of the most respected creative leaders in the industry and his appointment reflects the kind of company we are building. As YAAP enters its next phase of growth, we are investing in world-class talent, future-ready capabilities and a culture that challenges convention. We believe India can create globally influential marketing companies, and Sambit will play a pivotal role in helping us realise that ambition."

Mohanty said, "The traditional boundaries between advertising, content, social media, creators and technology no longer exist. The future belongs to integrated ideas that can move seamlessly across platforms and cultures. And as Jiddu Krishnamurti famously said, ‘The future is now.’ Yaap has built a strong foundation with an entrepreneurial mindset, digital DNA and an appetite for disruption. That combination is incredibly exciting, and I look forward to helping shape the next chapter of growth while creating work that drives both cultural impact and business results."

In the past, he has worked with JWT India, DDB Mudra Group, and Leo, to name a few.