Dhunji S Wadia – The President of Rediffusion Y&R and Everest Communications is regarded as a classic people’s man and a great leader.
As a testament to his people skills and leadership, he has revived the fortunes of Everest communications by first building a people culture which attracted the right talent. Then he maintained and curated a loyal band of people who have now even carried over to Rediffusion, and are changing the tide there as well.
He has the unique ability to come in the foreground when a crisis hit the agency thus shielding all his juniors, be it servicing or creative. And then receding into the background when the time came for credits, thus making the entire team feel like winners.
In an exclusive interaction with tvnews4u.com, Mr Dhunji S Wadia has shared his knowledge on our Leaderspeak:
1. Dhunji S Wadia President of 2 leading Advt agencies, how do you maintain a balance?
Rediffusion and Everest are two parallel worlds for me. The growth and performance of both are equally important. We have immensely talented people who work in both offices. If you were to give the same brief to both the agencies, you’ll find a different set of recommendations coming.They also compete with each other in pitch scenarios.
2. 2016 has been a great year 2 Cannes Lions, 11 new clients how is 2017 looking?
Yes in 2016, Rediffusion Y&R picked up Lions for work on the Tata Motors campaign, ‘Use Dipper At Night. Even our work for Amway and Moods. This year too we have Outdoor and Design.
As far as Business is concerned, we take it as it comes. We believe there is no alternate to good work; our motive is to give our best shot and leave the rest to almighty.
3. Post 2010 after joining Rediff group as President of sister agency Everest, its 6 yrs. What kind of turnaround and Strategic changes the agency witnessed under your leadership…?
We have a robust system in place today. We have the right people and the right environment to work. Rediffusion has been built on the confluence of strategic input and creative output and that is the backbone on which we would want to continue working going forward. And Everest would be able to create ‘Brand Fingerprints’ successfully.
4. Reason behind picking The Social Street for a joint adventure..?
This is one of the deepest integrations to date, marking yet another milestone in the Group’s plan for a consolidated media investment management operation. Our services are designed to offer an integrated yet seamless solution across the communications continuum. The focus is to bring competitive advantage to our clients and our companies
5. Your take on Creative and Media coming together again?
More and more clients are seeking a seamless integration of all offerings under one roof. A single-window of dealing with the Communications group. Creative recommendations in the absence of media comprehension and likewise, Media expertise without creative understanding can create a mismatch of meeting set objectives of the brand.
6. Do you think the current phase of digital adaptation is must for an agency…? What kind of developments happening in your camp towards this direction..?
We’ve gone past the era of digital adaptation. Earlier one would find the same piece of work on Television, Digital and Mobile screens. Digital and Mobile have come of age and today there is content being created specifically for these media.
Going by the rising trend social media video is poised to dominate the internet. Also, live video streaming is on the rise, creating the perfect ground swell for developing personal and business brand recognition. Also, all brand strategy needs to become mobile first. This means the website development not only be responsive but must start from the lowest common denominator – the mobile.
7. Reasons for Wallpaper – a digital newsletter?
There is so much happening at Rediffusion-Y&R and we wish in some way putting it across and telling our friends, well-wishers, clients and the media.
8. Your take on the Creative now? Ad films / Campaigns do they make sense..?
There are many brilliant campaigns that cannot go unnoticed. Having said that, some things work, while some things don’t. As long as most things work than not work, there should not be a problem. The shift in perspective from before is, today every brand wants to be a part of the consumers’ conversation and the new age story telling is helping these brands to connect instantly with the consumer. Also ads are becoming practical and realistic.
9. What is the collective response of the industries towards important issues like agency remuneration, pitch fees and awards? Are they speaking in One Voice?
The entire fraternity need to come together on important issues that concern the industry. Most of the ad people are my friends, and we all meet regularly but there is no discussion on industry issues like pitches and awards. Advertising awards for instance – and this is no discredit to anybody – are an issue. If there is an ad club awards forum already in place, then why do we have another set of awards. We need to sit together and figure out the differences.
10. You have been regarded as most knowledgeable towards your client’s business to the extent that you end up validating many decisions of your client… How you made it possible…?
Today we are living in a world that has become more friendly and perhaps less friendly. However, I come from a time when clients were not just clients but also friends. It no longer becomes work for you then. For me my client’s work is my own. I do my homework. I understand the problem. I have no fear in taking the onus. This gives my client the confidence to trust me with my views of their business.
11. What according to you are the factors affect the creativity of an agency / professional under present day’s scenario…?
The most important thing for me is the morale of my team. Till date I have never censured any team member if there is a setback. That’s the reason I am always smiling. It gives them an assurance that things are alright. Managing figures is my job, and I don’t push that pressure down on them.
I enjoy creating relationships with people around me, and I make sure to work on them if there are any rough edges.
12. Your take on today’s client and agency relationship..?
The client-agency relationship has become more collaborative. Mutual trust and confidence will deepen any relationship.
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