Giri Jadhav, chief client officer of Ogilvy Group, Asia shares his view of the future of marketing in a globalized post-pandemic world as part of The Drum's Globalization and Marketing Deep Dive. It will be defined increasingly by borderless creativity and would need all the stakeholders to contribute towards nurturing this new era of creativity.
Planes have been grounded, airports are deserted, working from home is the new norm. So much has changed in the last 18 months and paranoia continues to loom. While much has changed, amid all the chaos around us it’s been business as usual in the marketing world. The need of the hour was to make brands matter more than ever before.
While observing how we have made brands matter as an industry, there is one thing that stood out and that is ‘borderless creativity’. It is not a process; it’s about bringing the best and the most relevant talent to work together. It’s been a fun experience (virtually) that has resulted in creating impactful work.
Nuts and bolts of ‘borderless creativity’
This new era of creativity is improving the quality of ideas we are experiencing and has been best demonstrated through an agile ‘collaborative growth mindset’. It has been fearless and has outshone everything else we do in marketing and advertising.
Importantly, ‘creativity’ is yet again making brands and businesses matter. It is driving a positive bounce back. Borderless creativity happens at the intersection of things. Above all, it’s at the intersection of things with a collaborative growth mindset in teams. These teams can be within an office or across offices in a region like Asia, or geographies.
Walking the talk
Recently, we had a global idea that was born out of Ogilvy in Hong Kong. The idea was discussed with talent in a different operating company in South Africa and is now at the execution stage, led by creative partners based in Amsterdam. The technology expertise is from partners from another operating company based in the USA. Through this journey across three operating companies and four locations, the ownership of the ‘global idea‘ remained with Hong Kong. The entire process has been fascinating with creative partners calling on each other’s strengths and keeping the focus on creating a truly world-class idea.
And it is made possible today because of the collaborative growth mindset that creative partners have brought to the table and led from the front as well as the encouragement and trust of client partners.
What does the future look like?
Borderless creativity is poised to propel the next phase of creative big ideas that will have a sustainable impact on societies and communities.
However, it will be important to harness it in spirit and build a collaborative growth mindset culture. Nurturing and encouraging it can be accelerated and influenced further by:
Marketers becoming more courageous and risk-ready and encouraging of bolder, bigger ideas
Agencies and clients evolving the way outcomes are valued and accounted for within the business
As David Ogilvy famously said: “First, make yourself a reputation for being a creative genius, second surround yourself with partners who are better than you are. Third, leave them to go get on with it.”
Giri Jadhav is chief client officer at Ogilvy Group Asia and global brand leader for Mondelez at Ogilvy.