4AM Worldwide has announced the appointment of Sriparna Tikekar as its chief creative officer. 

Tikekar's tasked with revamping the agency’s creative offering and structure, bolstering its content marketing and creative strategy, curating content services, and building brands of scale. 

She will be 'working closely' with Jonathan Sreekumaran, chief business officer and Siddhartha Sahni, chief client, and strategy officer, 4AM Worldwide. 

Tikekar moves from Paytm, where she was head of creative and social. 

Sreekumaran said, “We are on an accelerated path of creative transformation, and we couldn’t have had a better time to bring  Sriparna on board. Her grip on pop culture, content consumption patterns, platform-centric content dissemination, and reader psychology is unparalleled. She brings a unique perspective and creative flair that will undoubtedly elevate our creative output. With Sriparna’s deep understanding of content creation for brands and customer engagement, she is uniquely positioned to drive creative excellence. We are excited to welcome her to the team.” 

Tikekar said, “In any industry, the first-mover advantage, the right time to pivot, and the exact moment of a shift are what keep companies ahead of the curve. At this transformational time in 4AM’s journey, I fit in like the missing piece of the puzzle. I am excited to be a part of this agency’s growth trajectory and look forward to working  closely with teams on leveraging the agency’s capabilities of creative, technology, data-driven  experience, and design.” 

In a career spanning over 15 years, she has also worked with ScoopWhoop, Weber Shandwick and McCann Worldgroup, among others.