Bhanita Mistry-Russell - Muxima Bio

Chief Content Officer Setting up LAB 5 years ago Bhanita wondered what it would be like if someone were to bring together creators, visionaries and experts across…

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Chief Content Officer

Setting up LAB 5 years ago Bhanita wondered what it would be like if someone were to bring together creators, visionaries and experts across company borders to crack innovation challenges in quick hit projects, much like making a film. Now she knows! Blessed to have access to a fantastic network Bhanita handpicks practitioners to suit each project, ensuring a great mix of expertise, fresh eyes, chemistry and power to contribute.

As an innovation practitioner, Bhanita has done everything from leading the invention of a hit magazine with a 250k+ weekly circulation for Natmags in a 6 week process (Reveal), to directing a future energy project for BP which led to them setting up the renewable energy division with a £2bn investment.

Early in her career she spent 5 years immersed in brand development with P&G, Johnson & Johnson and Danone at Saatchi and Saatchi and Soho Consultancy AVision. She pioneered new product development processes, launching Actimel and Benecol across Europe. She devised the ‘Masstige’ strategy for Olays ‘Total Effects’, a global platform for premium product innovation that has turned Olay into a billion dollar business and kick started the whole ‘Masstige’ segment.