Ketan Rambhia (IMC14)

Senior Director, Strategy and Growth at DDB Mudra Group

How do you apply the IMC way of thinking that uses both art and science in your job?

It all starts with consumer centricity – it’s not a tool or technique, it’s a way of life and it is this approach that has helped me get where I am in my career . The emphasis on the symbiotic nature of art and science in our business too plays an equally important role in excelling at work. The IMC elective courses in diverse subjects like media, creativity, measurement, sports and content—to name a few—have come in handy across various stages of my career so far.

How did the Medill IMC network help you in your job search?

In addition to Bob, current and former IMC faculty such as Marty Kohr, Judy Franks, John Greening, Vijay Viswanathan, Candy Lee and Don Schultz have all made me feel at home by guiding and offering help whenever I needed it.

What is a class or experience that sticks out in your mind and why?

Many IMC courses were valuable in my career path. Consumer Insights by Michelle Weinberger helped me become a better marketing strategist. Bob Scarpelli and John Greening, who taught branding and creative thinking courses, shared stories and anecdotes from their own work experience that are some of the best learnings of my life. 

In the Media Economics course, lessons, debates and future thinking about media from Judy Franks’ famous five truths have helped me understand the evolving media landscape. Candy Lee made sports marketing rewarding for me by contextualizing it to cricket. The knowledge from her class helped me deliver broadcast campaigns for Indian Premier League.

I was also able to assist Professor Emeritus Don Schultz in his research. At the time, Don was writing a book on the Indian consumer. He gave me the opportunity to assist him on that project, which allowed me to understand classroom lessons in the Indian context.

What advice would you give to someone considering Medill IMC?

If you are passionate about the creative business in the extremely fragmented and measurable world, then this is the place to be. IMC has the knowledge, opportunities, experiences and a global network to make you a holistic marketer not just for the current times, but for times to come. It helps you understand and develop your own perspective in a way where you feel confident to share your views and hold a conversation with the most influential folks in the business.