Stressing on building its data capabilities has paid handsome dividends to FCB Kinnect, helping it win multiple awards at various industry forums including 5 Golds at the SAMMIE 2024 that honours the best social media brands. Rohan Mehta, CEO of FCB Kinnect and FCB/SIX India, speaks with Pallabi Dey Purkayastha about the capabilities the agency is honing to keep up with the evolving technology landscape. Edited excerpts:
Large advertising holding companies have been acquiring, investing in, or launching data outfits to meet the needs of their clients. So what do today’s clients really want?
Clients are evolving and their expectations have grown significantly in terms of integration and immediacy. Today, they seek a one-stop shop that offers creative solutions while executing campaigns across multiple mediums—be it digital, TV, influencer marketing, or activations. Data-driven creativity is increasingly at the forefront, allowing us to craft real-time insights that inform our campaigns. Unlike traditional focus groups, we’re leveraging live audience data to understand what resonates. While technology provides the foundation for precision, our solutions are powered by human intuition, ensuring creativity remains at the heart of everything we do.
What capabilities does an agency require today to amplify campaigns across channels?
While digital platforms are often the cornerstone of our campaigns, we recognise the enduring importance of traditional media like print and outdoor. For Flipkart recently, we orchestrated a multi-platform strategy to communicate a vibrant sales campaign within a short timeframe. The interplay of offline and online media was crucial in creating a cohesive message that resonated across touchpoints, delivering both reach and engagement effectively.
The hottest topic today is artificial intelligence. Is FCB Kinnect AI-ready?
AI is a transformative force in our industry, but we see it as an enabler rather than a replacement for creativity. We use AI for internal processes like storyboarding and streamlining workflows, freeing up our teams to focus on ideation and storytelling. Our proprietary platform, Nigel, is particularly noteworthy—it integrates generative AI tools specifically tailored for advertising while prioritising data safety and originality. This balance ensures our work remains innovative without losing the human touch.
How do you see the role of technology evolve in your industry?
AI and CRM technologies will be at the forefront. Leveraging first-party data will be critical as clients increasingly demand precision and personalisation. Platforms like Salesforce and others will help us harness this data meaningfully, ensuring our campaigns remain impactful and efficient. By integrating these technologies into our processes, we’re not only future-proofing FCB Kinnect but also enhancing our ability to deliver exceptional results for clients.
What sort of advantage has your focus on building your data capability given you? Are you on course to realise your target of 30% year-on-year growth?
It was an ambitious target and we’ve surpassed it, achieving an impressive 38% growth this year. This success stems from a combination of strategic initiatives. First, a strong emphasis on organic growth with long-term clients such as Asian Paints, Lenovo, and HDFC Bank contributed significantly. We also welcomed new clients like SBI and Flipkart, boosting our revenue stream. Events like the IPL provided an additional revenue surge, as it continues to be a fertile ground for advertising creativity. Lastly, our new division, FCB SIX, launched just last year, has been pivotal in driving innovation with data-centric CX and CRM services.
Is there ever a conflict between hard data-driven insights and unique storytelling?
Storytelling is in our DNA. Our integrated model sets us apart as we’ve always been structured to deliver platform-agnostic solutions. While many agencies merge departments to achieve integration, we’ve operated this way from day one, giving us a head start. This approach allows us to remain agile and focused on solving brand challenges creatively. Furthermore, we foster an environment where diverse perspectives thrive, and we constantly draw inspiration from global campaigns to push the boundaries of what’s possible.
FCB Kinnect’s campaigns, like Lululemon’s EOSS fraud awareness campaign and Flipkart’s After Dark, vary greatly in tone and approach. How much of the inputs come from the client and at what point does the agency step in?
It all begins with a clear understanding of the client’s brief and desired outcomes. For instance, Lululemon was part of HDFC’s ongoing efforts to educate customers on fraud prevention—a highly strategic initiative requiring a balanced tone of seriousness and clarity. On the other hand, Flipkart’s After Dark campaign was a vibrant and youth-oriented project, targeting Gen Z shoppers with an energetic, sales-driven approach. This diversity is achievable because we approach each campaign as a unique challenge, crafting tailored solutions that remain aligned with the brand’s ethos and objectives.
Have the recent leadership changes impacted your creative output in any way?
These leadership changes have brought in fresh energy and depth to our strategies. Our new chief creative officer Neville Shah has invigorated our creative processes, while Priyanka Nair, our national strategy director, ensures our campaigns are more insight-driven than ever before. On the operational side, leaders like Yogesh Mani Pradhan (group executive creative director/ West) and Nishant Pratap (group executive creative director/ South) have reinforced our commitment to being truly platform-agnostic. This means whether a campaign unfolds on TV, digital platforms, or print, the execution aligns seamlessly with the brand’s objectives and the target audience’s preferences.