Top Story

e4m_logo.png

Home >> Cannes 2010 >> Article

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

23-June-2010
Font Size   16
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.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

V-Guard Industries, a household name for consumer electrical appliances in India, has revamped its logo in order to reflect the strength gained by the brand over the years. The company has also unveil...

The report reveals that there has been nearly 5 times more growth in video consumption in the last 12 months, with 96 percent of all usage being focused on long form video

Gopalan currently leads the Indonesia operations of P&G, and will be taking over from April 1st, 2018 as Al Rajwani is set to retire after 37 years with the company.