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Cannes Lions 2010: ‘Clockwork is best left to clocks’, TapRoot’s Agnello Dias on rise of the Independent

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Cannes Lions 2010: ‘Clockwork is best left to clocks’, TapRoot’s Agnello Dias on rise of the Independent

Leaving the comfort of a big agency, and taking the big leap towards creative entrepreneurship is a challenge across markets. In a session that heard from these creative entrepreneurs of various markets, India was represented by TapRoot India’s Agnello Dias, who shared the examples of TransAsia Paper and Aman ki Asha. After Piyush Pandey, Agnello Dias is the only other speaker from India who spoke at the Cannes Lions stage.

In his address, Dias stated that working in a big agency was like being part of a good clockwork mechanism that ran in the several offices, and the creative individuals were a part of the machine. He said, “What happens when the wheel is not a machine. Sometimes, in a big agency you don’t know what you are doing, and why you are doing it. Most agencies work like a machine, but sometimes clockwork is best left to clocks.”

Dias set the tone of his address with that. He then spoke of the various challenges that came with running an agency. In the case of TapRoot, it even included a fire in their office resulting in the loss of a lot of work. Dias said, “When you get down to running your own agency, you soon realise that it is nothing like what they said in the books. When our office burnt down, for us that was starting from scratch, but there was work that came from there.”

With that, Dias shared the examples of TransAsia Conquer, where the marketer was completing 10 years. The other example was a brief that Dias admitted even he was scared of – the Aman ki Asha initiative from The Times of India Group.

As the moderator Julian Boulding, President, thenetworkone, put it, Dias’ address reminded everyone once again why creative professionals were in this business, and that at the end of the day, a creative individual – in an agency or standalone – was a communicator.


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