The initiative aims to support dentists, dental students and oral care advocates in improving their digital storytelling and content creation skills so they can communicate oral health advice more effectively on social media.

The programme was developed by Omnicom Advertising’s dedicated team for Unilever and is structured as a workshop designed to address what organisers describe as a gap between dental expertise and digital content creation. Participants are trained to combine their clinical knowledge with creative social media formats to encourage better oral health habits and improve dental practice engagement.

The academy held its first workshop in March 2026, offering a syllabus that includes niche discovery, lighting and editing, on-camera presence, content formats, short-form storytelling techniques, personal branding, trend-based content strategies, and social media engagement skills.

To lead the programme, the brand invited Milad Shadrooh, a dental influencer known online as The Singing Dentist, along with Indonesian creators Zaki, Twomann and Vinco. The inaugural session is intended to serve as the first step toward building a larger community of dental professionals active on social platforms.

Madhurjya Banerjee, senior global brand director for oral care at Unilever, said, “Dentists are the backbone of oral health education, and Pepsodent has been proud to stand alongside this community for more than 90 years. In today’s digital world, great expertise at times needs an additional layer of storytelling to reach people.”

He added, “With TeethTalk Academy, we wanted to give back to the dental community by helping them build stronger, more engaging voices on social media. When dentists share their evidence-based advice in ways that are entertaining, accessible, and shareable, this not only helps improve oral health awareness, but also reduces anxiety around visiting the dentist. This is just the beginning, and we see strong potential to expand the initiative to more markets over time.”

According to the company, Indonesia continues to face significant oral health challenges. Many people avoid regular dental visits due to fear or misinformation. Approximately 96% of Indonesians did not visit a dentist in the past year, while only 2.8% of the population brush their teeth correctly.

The TeethTalk Academy initiative forms part of Pepsodent’s broader effort to evolve from a traditional family hygiene brand into a more culturally relevant voice in modern oral care conversations, working alongside Omnicom Advertising.

Speaking about the collaboration, Milad Shadrooh said, “For many people, visiting the dentist can feel intimidating, and that often starts with how oral care is perceived. Social media gives dentists a powerful opportunity to change that. When they show up in ways that are engaging, human and relatable, it can completely shift how people think about dental care. TeethTalk Academy is a one-of-a-kind initiative because it helps more dental professionals build that connection — not just in Indonesia, but potentially around the world.”

Sarvesh Raikar, regional creative lead at Omnicom Advertising, said, “Dentists spend years mastering oral health, but they’re rarely taught how to communicate in a social-first world. Today, many young people form their beliefs about health and oral care on social media. If credible oral care voices do not show up in these spaces in ways that feel authentic and engaging, misinformation can easily fill the gap.”

He added, “TeethTalk Academy was created to bridge this gap by helping dental professionals find their voice and connect naturally with audiences. Pepsodent is nurturing a new generation of ‘dentfluencers’, trusted creators who can shape healthier habits for the next generation.”

Following the initial launch, Pepsodent plans to expand the TeethTalk Academy across Indonesia and potentially other markets in the region, with the goal of building a larger network of dental professionals producing credible and accessible oral health content online.

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Based in Singapore, Jayaraj will help steer the agency’s shift toward what executives call a social-first, always-on marketing model—a structure designed to keep brands active across digital platforms rather than relying solely on big campaign bursts.

The hire lands as agencies across Asia-Pacific scramble to keep pace with brands shifting budgets toward social media and creator-led marketing. 

Jayaraj brings 18 years of experience across creative, media, and production roles. Over that time he has worked on regional social programmes for brands including Lego, Spotify, and Merck & Co.’s MSD division.

His portfolio also stretches into entertainment partnerships across Asia, including projects linked to Asia’s Got Talent, The Indonesian Next Big Star, and sports promotion ONE Championship.

The move comes as McCann pushes to expand its content production capabilities in Asia, where regional hubs such as Singapore increasingly coordinate campaigns across multiple markets. 

A key part of Jayaraj’s remit will be scaling McCann Content Studios into a larger growth engine for the agency.

“We are thrilled to welcome Rajiv to McCann Singapore,” said Gonzalo Olivera, president of McCann Singapore. The agency is moving from reacting to briefs toward building integrated systems that can drive ongoing brand growth, he added, noting that social and always-on marketing now sit at the centre of that strategy.

Sean Donovan, president for Asia at Omnicom Advertising Group, said bringing in experienced talent was key as McCann expands its content studio offering across the region.

Jayaraj said the task ahead would be helping brands cut through the noise of crowded social feeds.

“Storytelling has always been at the centre of how I see the world,” he said. The challenge now is helping brands create material people want to watch, not simply scroll past.

The appointment follows a broader leadership reshuffle at McCann Singapore after the integration of McCann and MullenLowe Group in the local market, part of a push to bring strategy, creative, and production capabilities under a single structure in the city-state.

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In an official announcement, Omnicom stated that uniting these agency brands under a single leadership will better meet clients’ demands for unprecedented creative solutions.

Under OAG, each agency will retain its distinct brand, culture, and team while benefiting from OAG’s collective investments in cutting-edge tools, technologies, specialist capabilities, and AI platforms. This framework aims to boost the agencies’ capacity for delivering world-class creativity, accelerate growth, and create expanded opportunities for the personal and professional development of their talent.

With the launch of OAG, Omnicom has also appointed TBWA CEO Troy Ruhanen as global CEO. Ruhanen will head the new global organisation alongside Deepthi Prakash, who has been named chief operating officer, and Denis Streiff, who takes on the role of global CFO.

Speaking on the launch, Ruhanen said, “OAG will make the best even better. One of the most exciting parts of this new division is that we can collectively invest in innovative offerings, such as Omnicom’s recent first-mover partnerships in GenAI.” 

“This will take our world-class creativity to the next level and keep our clients at the top of their industries. While we are excited to grow together, we will continue to celebrate and protect the uniqueness of each agency’s culture and entrepreneurship,” he continued. 

Within the agency networks, Nancy Reyes will serve as global CEO of BBDO, Alex Lubar will lead DDB as global CEO, Erin Riley will advance to CEO of TBWA\Worldwide from her previous role as CEO of TBWA\Chiat\Day US, and James Fenton will remain the CEO of the Advertising Collective.

The leaders of the agency networks within OAG will report to Ruhanen. 

Omnicom clarified that existing clients will continue to be serviced by their current agencies and teams, now benefiting from the enhanced capabilities of the expanded group. These changes will be implemented on January 1, 2025.

John Wren, chairman and CEO of Omnicom, said, “Clients want best-in-class talent, innovation, and seamless delivery of creative services around the globe. OAG will deliver on that promise while allowing our agency cultures to remain strong and evolve through shared investments and best practices. With Troy at the helm of this new division, I’m confident our creative agencies and all our incredibly talented minds will continue to set the bar for the industry.”

OAG is the latest addition to Omnicom’s portfolio, which also includes Omnicom Media Group (OMG), Omnicom Health Group (OHG), Omnicom Precision Marketing Group (OPMG), and Omnicom Public Relations Group (OPRG). The organisation has been strategically aligning its agencies into specialised marketing disciplines to deepen service offerings and foster greater collaboration across the group.

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