Code and Theory appoints Harsh Kapadia for enterprise creative

Code and Theory has appointed Harsh Kapadia as Head of Enterprise Creative, a role that will include launching a new Enterprise Creative division.

Kapadia will lead the unit as the company expands its work with large corporate clients including Adobe and IBM. The division is intended to bring creative leadership into broader transformation programmes for enterprise customers.

He joins from Grey India, where he was Chief Creative Officer, and returns to New York after a two-decade career spanning Asia, Australia, Europe and North America. His client work has included Google, Kraft, the United States Postal Service, Reckitt, P&G, Motorola, LEGO, New Balance, Diageo, Ford and the Australian Government.

The appointment comes as Code and Theory builds out its work with Adobe. That relationship has included the launch of two products - the Creative Intelligence System and the Content Operating System for Sports - developed through a three-year collaboration with Adobe's Partner Solutions Group.

Enterprise focus

Code and Theory, part of Stagwell, has been increasing its focus on enterprise accounts, where marketing, customer experience and technology projects often overlap. By creating a dedicated Enterprise Creative division, the group aims to place senior creative oversight closer to those broader operational projects.

The new division is intended to support growing enterprise relationships and expand how creative work is applied within transformation assignments. The hire is part of a wider effort to connect brand development more directly with systems used for customer experience, performance measurement and decision-making.

Kapadia's background spans agency leadership and multinational brand work, giving him experience across both mature and fast-growing markets. His arrival adds another senior creative executive to Code and Theory's leadership as it deepens ties with large organisations managing technology change and artificial intelligence initiatives.

In a statement on the appointment, Kapadia outlined how he sees the role of creativity inside large businesses.

"Creativity is an engine for scale, not just a communications function. Joining Code and Theory is an opportunity to fuse deep insights with technology, data, and design so our work does more than just launch, it alters behavior, unlocks enterprise value, and shapes culture," said Kapadia.

Leadership role

Kapadia will establish the Enterprise Creative unit rather than inherit an existing structure. That gives him responsibility not only for client work but also for shaping how the division operates within the wider network.

Code and Theory describes itself as a digital transformation network with a mix of creative and engineering staff, working across brand, customer-facing digital products and supporting technology. Its client roster includes Amazon, JPMorganChase, Microsoft, NBC, NFL and Yeti.

That positioning reflects a broader shift in the agency market, where large clients are seeking fewer partners that can cover strategy, creative development, software, customer experience and data-led operations under one roof. For agencies, that has increased the value of senior executives who can work across both brand building and business systems.

Craig Elimeliah, Chief Creative Officer at Code and Theory, said Kapadia's remit would be central to defining that approach for the company's enterprise client base.

"Harsh is the rare creative leader who can move seamlessly between brand meaning and business reality, between craft and systems thinking. As we build our Creative Enterprise division and expand relationships with our enterprise partners, Harsh will help define what enterprise creativity looks like when it's connected end-to-end: from insight to experience to impact," said Elimeliah.

Kapadia's appointment underlines how agency groups are reshaping senior creative roles as demand shifts from campaign work toward longer-term operational and technology-led engagements. In this case, the new post combines creative leadership with responsibility for building a division aimed at some of Code and Theory's largest and most complex client relationships.