Newer technologies are just massively widening the universe of content consumption. It’s very interesting to see. We are tracking all the information in real-time, making amends, course correcting, and newer technology in this space has been the great equalizer
Here’s the full Q & A:
1. What attracted you to your new role at 4AM Worldwide?
My inclusion into 4AM is an extremely strategic move, both for the company as well as me. 4AM is witnessing a very interesting time in its growth trajectory. It is refusing to be clubbed as just an agency and is raring to push the boundaries on how we consume content today. It can be in any form, a podcast, a series, an episodic, stellar creatives, the platforms and presentations are many and varied. And this is where I rightly fit in, not just owing to my background but also my intense appreciation for this very thought process and the skills that it takes. The visions have come together, now it’s just putting them into action, together.
2. Having cofounded a company, how does it feel to work for one?
Having co-founded a company, I am well-versed, empathetic, and cognizant of the toil and triumphs of founders. I have deep respect and understanding of the space, both in terms of skill set and perspective, as to what it takes to run a business. And since the founders are supremely supportive of leadership and give us equal space, it feels like an extension of what I was doing earlier.
3. With your understanding of content creation for brands and customer engagement, how have content consumption patterns changed and what does this mean for marketers?
My content patterns have not changed, I just feel, it has evolved, expanded, and has drawn complexity majorly. When I started in content, there was no data or that much of a field space to sit on various growth parameters. It was more of intuition, audience mapping, studying pattern and applying formulas that resonate. The analytics were extremely basic. Now of course, we have come a long way since 2013. There are so many data tools and platforms have become so much bigger and dynamic in how they operate. I feel the canvas has grown considerably but still, today, the game of engagement has stayed the same. Relevant, relatable content Is the correct emotional trigger to engage. For marketers, the challenge is how to apply all that data and come to the right conclusion. As I’ve always maintained, stay data informed but be intuition/insight-led.
4. How are newer technologies changing the creative landscape? How do you stay current with emerging trends and technologies in the creative field?
Newer technologies are just massively widening the universe of content consumption. It’s very interesting to see. We are tracking all the information in real-time, making amends, course correcting, and newer technology in this space has been the great equalizer. I stay up to date with the latest technologies by actively chasing this segment. I am always so interested to see what’s the big new thing in the market, and since for 12 years now, this has been my default setting, I end up staying ahead of the curve. Sometimes, a good amount of reading and keeping up helps too.
5. How do you see the role of creativity in the overall strategy and growth of the organization?
Creativity might not come with heavy duty excels and power point but for me, it sits at the top of the food chain. Without an able creative support, everything crumbles. For me, a good creative or a good creative team has the power to solution almost anything. Someone can point to data or a dilemma, and both can be instantly solved by creative. 4AM has great ambitions to build robust, dynamic systems to push individual-professional boundaries, and creative has a huge role to play in realising that. Hopefully, we should see our words turning into impressionable actions and bold vision turning into sound reality.
6. What is your vision as CCO for 4AM Worldwide?
My vision as the CCO is one track: to do good, tangible work. I have always seen that if you keep your head down, and have strong goals and a determination to go for it, everything else follows.
7. Is there a secret sauce to creative success?
There is definitely a secret sauce to success and not just for creativity but in a much broader sense. And it’s simple: absolute conviction in yourself, 100% confidence, zero fear of risk or irrelevance and the courage to acknowledge, handle, and learn from your failures. Lot of times, we are standing in front of everything that can guarantee us success.
