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Evaluation of creativity can be subjective; in-market performance cannot: Joseph George

Evaluation of creativity can be subjective; in-market performance cannot: Joseph George

Author | Priyanka Mehra | Friday, Feb 27,2015 9:21 AM

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Evaluation of creativity can be subjective; in-market performance cannot: Joseph George

2015 has given Lowe Lintas India CEO Joseph George (Joe) more than a few reasons to smile, the latest being Lowe Lintas India declared the No. 1 Creative Agency in the World by WARC.  (Making it the first Indian agency being featured at number 1 as well).

WARC 100 is an annual ranking of the world’s best marketing companies and campaigns, based on their performance in effectiveness and strategy competitions.  The study focuses on marketing that makes a difference, driving business performance or changing consumer behaviour.

Campaigns created by Lowe Lintas India took two of the top five spots on WARC 100 as the World’s Best Campaigns. Kan Khajura Tesan, (created in collaboration with partners including PHD and NetCore), has been named the World’s Best Marketing Campaign, while ‘Help a child Reach 5’ for Lifebuoy was ranked 4th.

The agency that emerged as runner-up in the Indian Effies 2014 despite winning the maximum number of gold metals (7),also featured as runner-up in global ad magazine Advertising Age’s just-released ‘International Agency of the Year’ listing for 2015, another first.

Kan Kajura Tesan (KKT) for Unilever in particular has got the agency significant recognition on Indian and global forums. George attributes its success to every box being ticked in reference to collaboration with media partners and technology partners, using technology relevantly, unlocking the much spoken about and untapped ‘Indian Mobile’ potential, evocative branding, criticality of great content, ground activation to generate call-ins and measurement metrics. And the biggest tick of them all - of delivering ideas that actually make a difference in the daily lives of consumers.

A firm believer that the agency’s creativity is its lead ware, George believes that retaining the DNA of the agency across functions and levels, is the way forward for the agency to sustain its current momentum.  A few excerpts from a brief chat with Joseph George:

What goes behind the many ‘firsts’ for Lowe Lintas India from global recognition at WARC, Ad Age recognition, Effie Effectiveness Index?

Evaluation of creativity can be subjective; in-market performance cannot. All our winners across all awards are proven examples of fantastic solutions that have yielded fantastic results.

What have been the gamechangers for Lowe Lintas, or some of the tough decisions that you have had to make, that have paid off now?

Our belief that our foremost responsibility and obligation is towards delivering success on our brands; everything and everyone else comes secondary, and this is not always pleasant or easy to ensure all the time.

What is the next ‘first’ we can expect from Lowe Lintas India?

That would be a tad arrogant on my part to respond to.
But we would love to conceive and execute an idea that causes unprecedented impact.

Whilst the last two years have seen a marked upswing and a significant momentum at Lowe India, how will you manage to keep this momentum going? 

To retain the DNA of the agency across functions and levels, that’s what drives us, motivates us, guides us and even course-corrects us every day.
 

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