Building, nurturing & growing brands excites me: Kapil Arora
Clients seem to be happy with our work but we want them to move from being happy to being cheerleaders of our work, says the new Prez – Head of Advertising, O&M
The Capital has a new hero who is a believer of William Shakespeare’s famous saying, ‘Better three hours too soon than a minute too late’. His new office doesn't greet us with loud achievements and swanky interiors but with a card of the humble man that reads, Kapil Arora, Account executive (AE), O&M. He loves his new work station that is twice the size of the earlier one and plans to build a healthy environment by bringing back a lot more fun because after all a great environment leads to great work. The experience has been very different for the new President – Head of Advertising at Ogilvy & Mather, who earlier led the Ogilvy & Mather National Team for Vodafone in Mumbai – from interacting with a particular team to meeting almost everyone from every department in the Delhi office.
“People were very eager to meet me and I was equally excited as everybody matters to me,” said Arora. With experience of 13 years, he has worked on some of the best Indian and global brands such as Raymond, TVS Scooty, Unilever Teas, BCCL Group, Titan, Hutch and Vodafone. He has also worked with the Times Group in Delhi. Arora sees himself as a builder of brands and everything about the process of building, nurturing and growing brands excites him.
In a candid conversation with exchange4media, Arora speaks at length about his plans to accelerate work at the Delhi office and his key focus areas.
On transition into his new role...
It’s still in early days but I think there’s a sea change as Vodafone was a country head position. The learnings of this kind of role are very different. There were certain administrative things that I didn’t need to bother about which now make a huge difference. The second most exciting thing is the move from one client to many other clients, multiple categories, brands and sensibilities. Each has its own challenges, which is very exciting.
On difference in work culture...
We have really passionate and talented people in both the cities, which make the ingredients very similar. However, the style is a little different as Mumbai is more professional. Delhi was at a nascent stage till very recently; however, that is changing now and the best brands and companies are in Gurgaon. In the coming days, Delhi will only leapfrog.
On changes brought to the new office...
First of all, I would like to change myself. I am a Bangalore guy, who started out in Mumbai, worked a lot in Bangalore and a little bit in Delhi. I have been exposed to a lot of clients across various geographies which can add value over here as well. When you have the right ingredients with a great roster of clients, it is important to string it all and build a cohesive picture. If this place can be seen as a great place to work after one year, then I will assume that I have achieved my goal. We need to spread the net and once it becomes an imbibed part of the culture, then there is no stopping.
On current focus areas...
My focus area will be the current clients. They seem to be happy with our work now but we want them to move from being happy to being cheerleaders of our work. The second battle ground is to do famous work that is interesting and help increase clients’ business. Creativity and effectiveness going together will be another key.
On ways to improve servicing in Delhi...
One thing that is fabulous about this place is the way servicing is adapted to the requirements of the clients. We have a larger number of clients becoming more mature and there is a necessity to move that adaptability with a lot more training with the right ingredients. If adaptability is a key feature of this area, imbibing training will help increase business. The level of confidence, intelligence and smartness in client servicing people over here is much more than anywhere else but there is always a room for improvement.
However, the salary fight will always keep going but we have to ensure proper training to the juniors so that they don’t leave on monetary grounds. I believe good people and good work combined are natural ingredients to good business.
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