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It is a mistaken notion that process is a barrier to creative: Chandramouli Venkatesan Mondelez @Goafest 2016

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It is a mistaken notion that process is a barrier to creative: Chandramouli Venkatesan Mondelez @Goafest 2016

On the first day of Goafest 2016, Chandramouli Venkatesan, Managing Director, Mondelez India spoke about ‘Three things which agencies need to do to make themselves better’ during a discussion that focused on the client-agency equation.

Speaking about the need for perfect partnerships, he said, “We create magic, when we have a great partnership. We should take inspiration from the iconic partnership of the ‘Jai Veeru’ jodi from the movie Sholay, both the characters are very contrasting, but at the same time, they are brave, loyal and united. Similarly the relationship of clients and agencies is also like coming together of two different entities to create magic. They should bring different strengths to the table, have a shared purpose and passion and finally, have trust and friendship to challenge each other and get better.”

He further elaborated that it takes great effort to make good partnerships, it is actually a two-way street, you get back, what you exactly put in. Speaking how agencies can do better work for clients, he underlined the importance of ‘Trust’ which enables difficult calls to be taken and cutting edge work to be done because client and agencies back each other. He also highlighted how it was crucial to be commercially responsible without any compromise on the integrity.

 According to him, strong talent helps create great work. Elaborating on it, he added “There is an urgent need for the industry to attract the best talent; there is a need for disruption with an objective of stewardship. Also ‘process’ is a dreaded term in advertising; it is a mistaken notion that process is a barrier to creative, in fact it is an enabler. Today, there is all the more need for process because we are moving from one-on-one engagement to one to many, global brands have come into play and are numerous multimedia touch points.” 

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