Karl Gomes, Executive Creative Director-Digital, Arc Worldwide, India, is on this year’s Cannes Cyber Lions jury.
Commenting on his appointment as a Jury member, Gomes said, “I’m honoured and humbled and am looking forward to an enlightening experience. I’m really happy to be in an expressive medium that lets us walk the talk. People talk, discuss, express, share, debate, bitch and recommend, and the Internet allows them to do just that. The Nike campaign, a personal favourite, is a very good example. We have to stop treating consumers as consumers and start treating them as people.”
“In India, we are beginning to see a lot of integrated campaigns with digital playing an important role, and not just as a campaign website or a display ad unit. Today, we have virals, downloads, widgets, Facebook applications and a lot more social and mobile merchandise with integrated campaigns. I truly believe the time has come where most brands can have not just transparent dialogues with their consumers, but use the Internet and its various tools to react and optimise efforts,” he added.
CVS Sharma (Venke), Head of Arc Worldwide, said, “It’s been a delight to watch Karl grow from strength to strength over the years. His energy levels are amazing. His big idea strike rate is infectious. One of the few creative talents who also revel in mentoring and managing people, Karl personifies the creative energy of the team that he leads. While he himself has won quite a few international and national creative awards, this honour bestowed upon him is very deserving.”
After dabbling for a couple of years in print as a design consultant, Gomes stepped into the interactive space in 1998, a time when the digital medium was still at a teething stage in India. He joined Tribal DDB India in 2004 with the mandate of bringing Web 2.0 ideas to build brands. Under his leadership as National Creative Director, Tribal DDB India won its first international digital award in 2006 at the Asia Pacific AdFest, followed by Cannes, One Show, New York Festivals, Webbys and national awards like the Abbys and AAAI. He kept the momentum going in 2007 with more local and international wins.
Now at Arc Worldwide India since August 2007, his goal is to create an environment in which big, bold and daring ideas can flourish. He works across interactive, creative and strategy to drive market share and consumer involvement for clients at Arc Worldwide and Leo Burnett, India.