Pops goes Now. Joins SapientNitro as Chief Creative Officer

08 May,2014

By Ravi Balakrishnan


K V Sridhar

KV Sridhar, former chief creative officer of Leo Burnett for South Asia, has joined digital agency SapientNitro as chief creative officer. It marks the first time the SapientNitro, which works with brands like Coca-Cola and Absolut in India, has created such a role.


Says Rajdeep Endow, managing director – India, Sapient: “We feel there’s a space for a new type of agency given what is happening in the consumer space and with marketers looking at creating new experiences. One of the things we needed was a creative storyteller.”


Speaking on why he chose Sridhar in particular, Mr Endow says, “We had a shared worldview on where advertising and the brand consumer interaction was going.” On his part, Mr Sridhar claims to have been a fan of the agency ever since he saw a piece of work it created four years ago called Best Job In The World for Queensland Tourism which invited applicants to be the caretaker of an island off the Great Barrier Reef.


He says, “It was an incredible way of selling a country and I felt there was a new way of communication.” The job, he claims, is an attempt to reinvent himself and stay relevant for the next 20 years.


“I couldn’t live in the past and wanted to connect with the audience of today and try and connect them with brands. My patience was running out since I am an angry young man. I saw a perfect fit with a new age agency. I feel like a teenage boy. After years of teaching I will now be learning,” he elaborates.


While currently focused on the digital end of the business, Messrs Sridhar and Endow have ambitious plans. However in most cases digital agencies are still expected to collaborate with mainline agencies who lead on creative and strategy.


Asked if he foresees problems in collaboration, Endow says, “It’s a given in this context. I don’t see cultural issues at our end. And if others have these issues, hopefully the client interest will prevail.”


Source:The Economic Times

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