In her new role, Panchawati (pictured) will lead NRG’s Asia-Pacific presence and will focus on clients in streaming, television and theatre, specifically brand health, concept evaluation, messaging and positioning, content testing and creative material testing.

Before joining NRG, Panchawati was part of the founding team at career guidance firm Edvanza, and previously led the Asia-Pacific region at brand strategy and product innovation agency The Sound.

Stephen Palmer, president, content and strategy at NRG, said: “With established markets maturing, Asia-Pacific is a region of particular importance for many of our entertainment clients.

“However, its diverse range of cultures and tastes means that success will depend on bespoke marketing strategies.

“Sushma’s deep expertise and unique perspective across the region will be invaluable to our clients as they navigate the opportunities ahead.”