Rain, an Agency That Saw Early Success With Amazon Echo Apps, Names Nithya Thadani as CEO

Aims to be 'a digital ally and guide' for clients

Nithya Thadani will focus on Rain's growth in emerging tech.

Rain, the New York-based digital agency/consultancy perhaps best known for building voice apps for Amazon’s Echo, has promoted Nithya Thadani to CEO.

“Our industry is facing a level of disruption that marks an era,” said Rain founding partner Brian Edelman. “We have set ourselves up to embrace the changing nature of our ecosystem through Nithya’s leadership.”

Thadani joined Rain last year as president following a period as a freelance consultant, after her departure from innovation consulting firm Fahrenheit 212, where she served as innovation director, in September of 2015. At Fahrenheit 212 she focused on digital innovation and product development for global retail, CPG media and pharmaceutical brands. Prior to that role, she worked in consumer product-focused financial services at UBS Investment Bank and Accretive LLC.

In the new role, she will lead a team of 70 across offices in New York, Utah and Nicaragua. Thadani will preside over Rain as it shifts its business model to further prioritize emerging technologies.

“A constantly changing technology landscape can be a competitive advantage for brands,” Thadani said. “Though emerging technologies such as AR and AI are projected to grow tremendously, marketers struggle to make the business case—our ambition is to be a digital ally and guide, bringing clients not only smart solutions, but also knowledge and confidence in technology, and how it directly impacts their brand, consumers, growth and ability to stay relevant.”

“Creativity can’t exist in isolation,” added executive creative director Will Hall. “Our collaboration model prompts our creative team to embrace the potential of technology, and our engineers to think conceptually about their craft.”