Campaign India's countdown to the end of the decade will feature leading names from the marketing and communications fraternity. We ask senior executives from the advertising, marketing and media fraternity about the last 10 years and the year to come.
Here's what Kapil Arora, co-chairman and CEO, 82.5, had to say:
One piece of work in the last decade that you wish you had created/worked on? Why?
My absolute favourite goes back beyond the last decade. It is Fallon and BMW’s series of short films called The Hire, featuring Clive Owen back in 2001. That was perhaps the original content series (even before YouTube) that inspired a generation of ad folk to embrace a world of new possibilities and to do better at their craft every single day. And 18 years later, it can still give the best, a run for their money.
If hindsight is 20/20, what is the one thing that you could have done differently in the last decade?
Worked toward integrating media knowledge better in the creative mix. By disaggregating media knowledge, creative agencies retained insight, but lost the behavioural component of the customer view. And that compounded with the advent of digital. I would certainly have wanted to manage the marriage of data and insight better.
One skill that you would want to pick up in 2020 and why?
There’s so much evolving, that I would want to understand better - the behaviour of the next 300 million entering the digital world, the world of e-commerce, try a little amateur code - actually, I’d like to retain and nurture the curiosity to constantly learn.