Rohit Ohri, Group Chairman and CEO of FCB India shares his top five points of Focus for 2020 and flags off this year-ender series on a great note.
The first and the most important point of continuous focus for FCB India is creativity, which has yielded great results over the last two years where we’ve been ranked India’s number 1 creative agency. In 2018 and 2019, we were in the top two, so it’s been a great two years where we won awards across every single big award show across the world.
Our Focus now is really about continuing that momentum because the most important thing in building and creating a creative culture and reputation is consistency in performance over medium-term at least.
The important thing is really to push harder to continue the excellence of creativity. Creativity excellence is a never finished pursuit, so one needs to continue on that journey for as long as one is in the business.
Our second Focus is on attracting and developing talent.
Talent is a big Focus because finally we are a people business and we are as good as a team that we build and create. Development of talent within the agency and attraction of talent from outside is really another big focus that we have for 2020.
The third focus will be around new business because it’s very important for the organization’s growth and as an organization grows; people will grow, capabilities grow, the productivity grows and the quality of the work grows, so that’s really important for us. I think focus on new business or for that matter new business from existing clients is really an important focus for 2020.
PEOPLE & PATTERNS
Number four, for Focus 2020 is something new which will also be one of our biggest Focus points. We are creating a new tool, People and Patterns, launched worldwide. It’s a unique proprietary FCB tool, which will be the foundation of integration of all media.
Often we keep talking about integration by bringing organizations together and with digital or mainline or outdoor or maybe an experiential agency. This integration will be focused on consumers’ emotions. It understands how the consumers’ emotional journey impacts any purchase cycle. Imagine the purchase journey that starts at one point and ends at another point; People and Patterns will track the journey through emotions, whether the emotion is of excitement or doubt or the emotion is to show off? So whatever the emotions are; we are looking to track those emotions and create different channels of communications that actually add to those emotions. For instance when there is a sense of doubt, one needs more information. That is when brands will need to do more informative advertising on digital or in-store or experiential, where a little more detail which reassures a consumer about the purchase.
The communication is actually tailored to big emotional parts of the purchase journey and that is why we call it People and Patterns and not touch-points. We’re looking at an emotional purchase journey which then helps us really craft communication which actually fits perfectly in those parts of the journey.
The other big focus for us in 2020 is sustainability. How can we as an organization, that is more conscious about how we do business in a sustainable manner keeping the environment in mind. So that I think is another big focus for us because we really want to be at the leading edge of companies that actually build their business in a sustainable manner.