What made you opt for BBH?
The thing I like about BBH is that unlike a typical creative agency they put creativity at the centre of the problem solving. That’s what attracted me to BBH. The agency is not known for just a campaign or another piece of advertising; BBH is known for the brands it builds.
Which are the brands that you look forward to working with?
It doesn’t matter which brands. It is about what you can do with the brands. What I am looking forward to is the kind of work that I can do on brands. I believe that two things are possible: Most Indian agencies are still using the baton passing technique, strategies developed far away from the action. The kind of culture we want to build is a lot more fluid and concurrent where thinking is not developed far way from action. What you get is a creative solution rather than a piece of creative work.
How do you expect these three departments to work?
We won’t have departments in the first place. We will have some skill sets which are helpful for producing the final creative work, skill sets which are better to understand consumers, skill sets which are helpful in managing client relationships. But at the end of the day, there is one single solution that it will provide.
Are there any tools that you would be using?
I am one of those strong disbelievers in toolification. The moment you toolify something, it is basically a showcase. One of the reasons why am I afraid of the network agency planning system is the pressure to toolify. The moment you come with original thinking, people ask you to put it in a toolbox. We will have no toolbox but we will have good quality thinking.
