Our Focus for 2022 would be authentic creation, being present in the moment, and agile
By Ambarish Ray – Co-Founder & CEO, Digital Dogs Content & Media PVT LTD.
As a company born bang at the beginning of the pandemic, we have the unique credential of having this unprecedented situation as our crib. This has taught us many important lessons and we are going to FOCUS on the below five in 2022:
Authenticity in creation – the world today is even less interested in suffering pretense. Our DNA is to reflect and create real stories of real people, narrated with authentic sensitivity and true understanding. When we create, whether for our clients or ourselves, we always stay real and grounded in deep truth. Not the wishful unreality that advertising and marketing often portrays.
Client-focused but Consumer obsessed – we are in the service sector and therefore, as a definition our clients are our core. However, many people forget that the client is one of the important gateways to the final consumer and not the end of the road. We focus on the client and understand brand and business realities but our goal is to ensure the final consumer is benefitting from our efforts. And this goal is also our clients’ goal, simply from another lens.
Present in the Moment – we have no baggage or legacy to service. Our day starts every day, afresh and it is Day Zero for us every single day. We look at problems to solve or goals to meet from the lens of today’s life and living. Today, life is changing at the speed of culture and technology and we get that. All of us are as effective as the last problem we successfully solved for the consumer.
Data Guided, not Data Blinded – today’s life and technology allows anyone to source, access and even deploy all kinds of data. We leave footprints everywhere we go, physically or digitally. This enormous amount of data, often free, creates a blinding seduction of its own for marketers and businesses. We focus on data that is deeply examined and tested, nearly always by us ourselves, before we decide to use it as a compass for building strategic direction. 2022 is the year of focusing more on what the data can tell us rather than the volume of data itself.
Agility in Solutions – way too many legacy companies are victims of their past truths. They already have a toolkit so the problems must somehow fit the tools they have. Today, we don’t even know what the nature of the next problem will be. How can we then imagine that we already have the tools to solve it? Our biggest FOCUS for 2022 is to be even more agile and flexible in discovering the tools that will create solutions for today’s problems. Who predicted the pandemic or the WFH culture? Whoever thought that if you carry your Aadhar card but forget your face mask, you will be denied entry into the airport today?
If we believe we already have the answer, we will never truly understand the problem. And that is the core of agility for us in 2022.
