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D&AD Judging Preview – DesiCreative
Name: Meera Sharath Chandra
Title: Founder CEO & Chief Creative Officer
Organisation: Tigress Tigress
Why did you choose a career in digital?
After 15 years in above-the-line advertising on global brands, there was a restless energy to stop doing more of the same and to be an early adopter of newer forms of conversations with consumers. I have always believed that the communication must go where the customer goes and when the world gravitated towards the online space I wanted to be a few steps ahead, ready and waiting.
Did you attend school for fine art, design or communications?
I am a writer and I majored in English Literature and then in Journalism. I have UI/UX specialisations as well. That said, the only real learning curve in this field is on the job – and I would like to think that I will always be an eager student.
What role models did you have growing up?
My role models have always been drawn from outside the industry and I have used them to inspire me in the field of communication. Cricketers, women entrepreneurs, innovators.
Who has been the most influential personality on your career in advertising?
On the business side, Sir Martin Sorrell (I am fortunate to have spent the better part of my career in the WPP Group). On the creative side Marcello Serpa and David Droga.
Tell us a bit about how Tigress Tigress came about. When and where did it start?
After 30 years in the industry, wearing the two hats of Head of Creative and Head of Business (and loving both!) and with experience across the US, Hong Kong, India and more recently the UK (all of which shaped a rich cross-geography consumer understanding), I felt ready to start off on my own across India and the UK. Tigress Tigress began 2 years ago headquartered in Mumbai but with clients in both countries.
What’s the office environment like at Tigress Tigress?
Tigress Tigress runs on a very differentiated alliance-based model – it has 75 alliance partners, all specialists, from all over the globe. When a brief comes in, a best-of-breed team is pulled together that exactly meets the requirements of that project – and so no two teams are ever the same as no two briefs are ever the same! This separates the company from standard agency offerings, as it is my belief that every job deserves the best team for it. So a typical day at work is a time-zone challenge, but a fabulous cross-geography effort and a very enriching dialogue with the finest brains in the world till we have created a truly “creative business solution”.
What projects are you working on currently?
Right now I am on a fascinating project on a women empowerment theme for the Welspun Group. The Group has encouraged and mentored the women of the conservative desert lands of Great Rann of Kutch – especially after the disastrous earthquake – and co-opted them into reviving the dying arts and crafts of the region. Called the Spun Project, this is a commitment to empower women to empower society. We are in the process of helping sell their hand-crafted works of art online and are planning a delightful one-day camel-back tourist trail through the desert to understand the very fabric of their lives.
Apart from large brands across domains, the Tigress Tigress roster is always full of social causes and cross-cultural marketing assignments, both of which are defined areas of passion.
What will you bring to the jury?
I do believe I am among the more animated contributors to the juries I am on. I have served on all major international juries – Cannes Lions, ADC, Clio, One Show, New York Fest – more than once and every time it is a truly fulfilling experience. I was delighted to be named on the D&AD jury, as I was always keen to be on that. Every award fest has a distinct thumbprint and DNA and D&AD carries the added mandate of absolute creative finesse over and above the big idea and breakthrough. I believe my past award-winning and jury experience will help me refine my decisions and hone in on the truly impeccable pieces of communication.
Digital Marketing is one of the biggest juries and sees a lot of submissions, what will you be looking for amongst the entries?
Yes, we do see a huge groundswell of eager contenders in this category – and the category itself is expanding to cover various aspects of the social web and other exciting digital technologies like wearable devices, shopper marketing and outdoor innovations. The mobile and its fantastic opportunities cannot be ignored. I would look for breakthroughs in five areas (which I follow for Tigress Tigress as well) I look for what path-breaking difference has been made in: 1. The business model 2. The strategic insight 3. The big creative idea 4. The technology 5. The consumer conversation
Presentation of work is always important at global shows. What advice would you have for entrants?
Cut the hyperbole, cut to the chase, let the idea speak. When jurors are seeing thousands of pieces, they need to see a story unfold simply, powerfully, honestly, succinctly. Remember, your juror is your consumer of the award entry.
What piece of digital creative work has stood out for you in the past twelve months that made you say ‘I Wish I’d Done That’?
I wish I had done the cheeky Newcastle Brown Ale campaigns for both Superbowl and 4th of July. I wish I had done socially impactful work like Sweetie. I wish I could have used technology as powerfully as the Sound of Honda.
What are you most looking forward to about judging at D&AD?
I am fortunate that my jury foreman is someone I admire and I know he will get the best out of us – P J Pereira is an inspirational leader and I look forward to working with him again. I also look forward to soaking in the knowledge of my fellow-jurors from whom I always learn so much. And of course, this will be an awesome preview of the best of the best work in 2015.Can’t wait!
Do you think brands who do well with creative awards also do well in the market?
That is my firm belief. Brands that manage to do well despite a poor creative idea are those who burn and waste large media budgets. The sharper the creative nail, the less heavy the media hammer you need. In an attention-challenged world, ideas are the most powerful currency.
What would be your dream project?
A large UN assignment that impacts lives at the grassroots level. And a feisty tiny brand that is ready to take on a giant.
What advice would you have for aspiring professionals?
Never think you’ve learned it all – at any given time especially in the digital space, you hold just a few pieces and the technology is progressing at a pace we find hard to match. Learn, read, soak it all in and never be afraid to collaborate, share, co-create. Today even marketers realise that their brands are co-parented by their consumers. I follow and advise the CBA model – Consumer before Brand and Brand before Advertiser. Most often we approach it just the other way around!
Mac or PC?
Mac and only Mac.
If you could take anyone out for dinner, who would it be?
Brian Solis, Sheryl Sandberg
What’s on your ipod at the moment?
60s, 70s, 80s rock – not just at the moment but for always.
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