In its three years of existence, Saints & Warriors has been steadfast with its vision that its work transcends business gossip circles and enters the realm of popular culture. Pushpinder Singh, Founder, Saints & Warriors, speaks to exchange4media about the agency’s performance in 2008 in terms of important wins, talent retention rate, as also the vision and growth target for 2009.
Some of the important wins for Saints & Warriors in 2008 included Pantaloon, Cremica, Faber, Ticketvala and Amul Bodywarmer. Singh said, “The agency has always had the culture of being an organisation that stimulates creativity for greater gains. And on that count, we don’t have to make much effort, since the culture of creativity at Saints & Warriors is self-sustaining now.”
According to Singh, ‘Toing’ and ‘thandi’ were the commonspeak solid properties for the brands they belonged to. He said, “We are very proud of our strategy and creative output on brands like Amul and Frankfinn.”
He claimed, “In the three years or our existence, we’ve had five people leave and none of them were in either the middle or senior management. We pride in our strong HR practices. Small but significant measures, for example, a common free lunch, have created strong bonds. People work with Saints & Warriors for more than just money. Our culture of near total transparency and humane outlook has a strong appeal.”
Giving his views on the overall economic slowdown and how it had impacted Saints & Warriors, Singh admitted, “Media spends have been hit and agencies like ours, who work on a creative retainer model, may be hit next. This, despite the fact that we enjoy better insulation as our clients are largely home grown businesses.”
He further said, “However, I am not knowledgeable enough to predict the impact of the bust up in the West on our economy. But I do know that business sentiment at the moment is negative, even though consumer sentiment at a primary consumption level is not.”
Speaking on the growth target for 2009, Singh said, “As far as growth projections go, it is a little too volatile to put down any wise numbers. But I would hazard a guess that a 20 per cent growth for us seems possible in the coming year.”
Looking forward, Singh’s resolution is to persist with advertising-led businesses with an equal focus on organic growth.