When ad industry innovative thinkers Andy Law and Praveen Kenneth launched their global marketing services venture that will reinvent the way the business of advertising communication is known, the intention was to open the door to a host of opportunities hitherto unexplored, to start a global linked network.
And when one meets the two founders, one can see a certain spark in their eyes; it’s the spark of creativity, of the flame that is a global symbol of knowledge, power and passion.
It was important for Kenneth to buy out the 26 per cent in St Lukes London JV to start Law & Kenneth to avoid any conflicting interests, and thus the renaming of St Lukes in India.
On the idea of Law & Kenneth, the global creative company, Andy Law, Chairman of the company, says, “This is an idea I had in my mind for the last five years and this is when it turns into a reality. Global Nodal Networks is the subject of several books, and everyone, even at Harvard, has been talking about it. I suppose it borrows more from Linux than from Microsoft systems; more from Google and e-bay. It sources work from I care and Body Shop, it has got a very different flavour.”
“I suppose the reason for all that is because it is a very contemporary idea and it doesn’t have to borrow any rules from the past. Modern companies are lighter, faster and tighter in the way they work, so we scanned all the contacts we had over the last few years, from the mad end to the very serious end – the full spectrum – and we came up a long list of about 12-13 countries and started with six passionate groups around the world who really wanted to come to this idea,” he adds.
Thus, Law & Kenneth Worldwide will open operations simultaneously in six markets – London, Mumbai, Dubai, Stockholm, Sydney and Paris – in the next 25 days. It will then roll on to China, Germany, South Africa, Russia, Italy, South Korea, Japan and the United States in the coming three to six months.
Law & Kenneth plans to be in 18 key markets within the next one year. The creative company promises to offer to its clients global as well as local creative solutions, breakthrough brand and corporate strategies, effective advertising across media, modern marketing, communications and brand auditing, company/brand innovations, solutions in new media (interactive and passive), and assessment of return on ideas.
According to Praveen Kenneth, the company will bring together the best of advertising experts and agencies in each territory to deliver truly global solutions to modern multinational brands in each local market. “We will bring in the wisdom of the West and combine it with the future of the East. There will be magic,” exults Kenneth.
By introducing the concept of ‘Open Source Creativity’, Law & Kenneth Worldwide will tap into creative hotspots around the world without overburdening each office with unnecessary layers of people and duplicating resources.
Explaining the concept, Law says, “Open Source Creativity is our way of delivering through the network the most appropriate creativity and coming as it often does, from recognised creative hot spots, you can be assured that it is creativity that has real vibrancy and stands out. Think about it, most businesses today source different elements of their product from different places for speed, efficiency and cost. So why shouldn’t we? And in the process what we are certainly not doing is building the same offices and same resources in every country. If creative work is done out of Mumbai, then the UK office will handle the strategy.”
In order to provide quick service, the Global Nodal Network will follow a four-step system which includes – identifying what the problem is; creating a shared agenda; identifying the best tools to do the job; and the thinking and creativity needed to solve the problem.
The biggest challenge the company faces is to deliver to the clients on time, here speed matters.