Brief Summary
This interview features Tyler Turnbull, CEO of FCB Global, and Dheeraj Sinha, CEO of FCB India, discussing FCB's growth, creative strategies, and future plans in India. They highlight the importance of creativity as an economic driver, the integration of data and technology to enhance creative solutions, and the agency's unique approach to client relationships.
- FCB's growth in India and globally, emphasizing the role of creativity.
- The integration of data and technology to enhance creative solutions.
- FCB's approach to client relationships, balancing long-term partnerships with project-based work.
- The importance of maintaining a strong creative culture and attracting top talent.
Introduction and Background
The interviewer welcomes Tyler Turnbull, CEO of FCB Global, and Dheeraj Sinha (DJ), CEO of FCB India. The discussion begins by acknowledging Swati's departure and explores whether a CEO needs a specific partner to create magic, referencing the successful Swati-Rohit partnership. Tyler expresses pride in the agency built by Rohit and Swati, emphasizing that change is positive and creativity thrives on it. He is excited about DJ joining FCB and believes he will build a phenomenal creative group, continuing the legacy.
Cannes and Creative Focus
DJ acknowledges the platform built by Rohit and Swati, noting that key team members remain. He doesn't view Cannes as pressure but as a measurement of a great agency. The focus is on building a creative culture and making clients successful. Tyler adds that FCB's priority is doing the best work for their biggest brands, with Cannes recognition as a bonus. The goal is to drive economic growth for clients, and recognition is a result of that growth.
Growth and India's Contribution
FCB has managed to grow even during the pandemic, with a 5% growth. While specific numbers for India aren't shared, Tyler confirms India is an incredible growth driver due to its dynamic market, talent, and clients. FCB's growth is attributed to the belief that creativity is the core product, driving client growth. They believe in starting with an incredible creative platform, amplified through technology.
India's Importance and Creative Philosophy
India is FCB's biggest region outside North America, critical to the global health of FCB. DJ mentions that the world will be divided between those rallying behind creativity and humanity versus those behind data and technology. FCB is traditionally inclined towards creativity, and DJ emphasizes that data and tech should serve creativity. He feels there's a "crazy mad chase" for data and tech for their own sake, and creativity can solve business problems, including product solutions and platforms.
Data Investments and Client Relationships
FCB has huge investments in data, including launching an India data Center of Excellence. DJ highlights the importance of creativity in solving business problems, more than just advertising. FCB has a mix of long-term and project-based relationships. They have a huge exposure to clients linked to India's growth economy, such as automotive and FMCG sectors. Tyler adds that many new businesses start with projects, allowing both the agency and client to understand the fit.
Legacy vs. New Age Clients and Acquisitions
DJ doesn't differentiate between legacy and new-age clients but focuses on where they can make the maximum impact. Tyler looks for partners with a "new-age mindset," meaning they want to disrupt the status quo. FCB prefers to build capabilities from within, like FCB 6, which started in Toronto and expanded globally, including India. They understand the agency's proposition, core capabilities, and how to scale.
Acquisitions and Integrated Capabilities
FCB is always looking for acquisitions that can help clients, with Kinnect as a prime example. DJ believes FCB is now the largest integrated creative company in India, offering end-to-end capabilities from strategy to production. Clients now prefer a single point of contact rather than dealing with multiple agencies.
FCB 6 and Integrated Solutions
FCB 6 was brought in with the thought of tapping into existing clients. Now, it independently creates its own client base. Many top clients are integrated across Kinnect and Ulka. FCB also integrates with IPG media brands for media solutions.
Production and Fuel Content
FCB launched 456 Studios globally, including Fuel in India. Tyler emphasizes building a production solution that creatives love, avoiding the "machine mentality" of high-volume, low-quality content. DJ wants Fuel to be the best production house in the country, providing the best experience for clients.
Kinnect's Recognition and Future Plans
Tyler praises Rohan and Sha D, the founders of Kinnect, for creating something innovative. He is excited about Kinnect's recognition, both locally and globally, especially in collaboration with other FCB agencies. DJ adds that all FCB brands are growing well.
Leadership Stability and USP of FCB
DJ highlights the stability in leadership across FCB agencies, with many senior executives having been with the company for a long time. He says that the biggest thing which attracted him to FCB was this whole conversation that in today's time when everybody's losing faith in creativity, here is one company we are very very bullish on the power of creativity.
New Business and Expectations from DJ
FCB has won over 20 new clients, amounting to $25 million plus in revenue. Tyler emphasizes giving leaders time to build and is on track to solidify India's position in FCB globally. He wants to create an abundance of great work that proves the power of creativity.
DJ's Goals and Advice from Tyler
DJ wants to be known for producing the best work on the biggest brands, driving growth for clients and the organization. He values Tyler's advice to take time and do things well, without unnatural pressure.
Future Structure and Conclusion
FCB India will have four CCOs, one for each brand, to allow focus and peak-level talent in each brand. The structure aims to give time to brands in a good way. The interview concludes with thanks and wishes for success at Cannes.
