Robert Senior, is the chairman of Publicis-Groupe-owned Saatchi and Saatchi’s worldwide creative board, was in New Delhi for Ad Asia. He spoke to Sayantani Kar and Priyanka Singh on the emerging trends in advertising. Edited Excerpts:
In these uncertain times, do you see any trends emerging in advertising?
I think there is an emerging trend of not accepting what has been accepted for many generations. So, for example, the movement against corruption in India is very interesting. It may be nascent, it may still be marginal, on the edges, but it’s being listened to. It is a force to be reckoned with. And that is a telling sign that India has an incredible competitive advantage of being fundamentally a democratic nation in comparison to others. For example, China is not. The power of people and giving voice to them with the momentum that you have as a global economic player is exciting. It’s an opportunity for marketing and advertising people to offer some clarity against a backdrop where there is no clarity at all.
How can creative people do this?
Be alert and conscious of what’s happening around you. And think big.
What does the worldwide creative board at Saatchi & Saatchi do?
It has 12 of the most high-profile creative directors from across the globe in it. We meet twice a year and discuss what are the themes of the day, what are we doing about them, are we properly resourced. So years back we talked about digital, last year we were talking about social media, who is doing what and how well. And what can we learn from each other. By meeting we get to know each other’s work better and we also talk about the ‘New Director’s Showcase’ which is a Saatchi property at the Cannes Advertising Festival. We showcase the work of new directors across the world through this property.
Are you satisfied with the Indian and Asian operations of Saatchi and Saatchi especially in terms of its creative output?
I am never satisfied with any of our operation’s creative output. To be satisfied is to commit a mistake. I think every day; every week new opportunities come about. We have to aim high. In India, we are somewhere in the middle in terms of creative output. We still need to climb a high mountain and must try harder.
Are there campaigns you are looking forward to from India and Asia?
Every single brief we take is viewed as an opportunity to win. We will never take part in the practice of scam ads. We only enter work which is real. On that basis, every brief is an opportunity.
You co-founded Fallon, London, considered to be one of the most creative agencies in the UK, over 10 years ago and then saw it being acquired by Publicis Groupe. In recent years, Saatchi & Saatchi and Fallon have formed an alliance. What was the objective of this?
SSF was set up to cross pollinate talent and share the DNA between Saatchi and Saatchi and Fallon. It set itself slightly apart from the rest of the Publicise Groupe advertising agencies in pursuit of the unreasonable power of creativity. The alliance is about training, having right people on the board, giving them the right support, nurturing their talent and giving them the opportunityWe have achieved these objectives that were set.
Do you see SSF playing a role in India?
I would love for SSF to play a role in India. I think India is absolutely the perfect place for it. A brand like Fallon would enjoy the amazing Indian culture. And I believe that Indian culture would enjoy what Fallon will bring. So it’s like never say never, there is no plan at the moment but if the question is could it ever be, absolutely.