AgTalk | The challenge is to ensure that we are digital by nature and not by design: Saatchi's Matt Seddon

Recently Saatchi & Saatchi announced their first step in a major renewal of the agency's India office with the appointment of new Chief Executive Officer, Matt Seddon. Seddon, currently CEO at Ace Saatchi & Saatchi Manila since 2008 is all set to shift his base to India. Adgully was one of the first media who interacted with Seddon exclusively to understand the renewed strategy of the agency and what are the key steps to be taken by this England born executive. Excerpts:

Adgully (AG): You have kind of worked in different markets and knowing the fact that Indian market is new to you, will it be a challenge to start here?

Matt Seddon (MS): Yes, obviously it will be a challenge but a positive one rather being a negative challenge. Saatchi being a wonderful agency and people here are really amazing would definitely help me to cope up. There will be a lot to learn. The position of Saatchi here shows that we are in-tune with the Indian consumers. The understanding between the consumers and the agency is amazing which will be a bonus for me. My role here would be to set up a division, to build a team, set up proper resources on place so that the work can be transmitted properly.

AG: What are your mandates right now?

MS: Firstly, we would plan to jump onto the next level and before that I would prefer taking a look on the previous records of the agency and also would like to study the relations of our agency. Internally, the challenge is to ensure that we are digital by nature and not by design and also would ensure that our team focuses on targeting social media etc. because that is the best way to connect with our clients and consumers. Also we would make sure that Saatchi would become the best in terms of developing digital centric ideas. Our job is to deliver ideas. We have a plan called, "business model for transformational ideas." Firstly, when we have the ideas then we will ensure that various media is used to bring those ideas live that could be television, print, internet, mobile.

AG: Would Saatchi and Saatchi India rope in more skilled resources and would expand?

MS: I think it is too early to ask this! As we have a wonder full and well experienced team with all creative minds set. It will take some time to gage but we would need to refocus and reset our minds and creativeness towards digital space.

AG: What will be your two key responsibilities at Saatchi and Saatchi now?

MS: One is to ensure that we act and behave towards the point that how we can make Saatchi grow. Secondly we would focus towards transformational ideas which will bring in a position for our agency among the brands. The challenge is to make our business grow and the purpose is to work as a team. We will make sure that we use and utilize the tools and strategies in a beneficial way. So basically, two key responsibilities are: vision and the team.

AG: Saatchi and Saatchi, in terms of growth path and client acquisition has been a little slippery over past few months, how would you place the creative scenario in India at this point?

MS: No, I think, we have been doing well since last one year. We have taken up many new projects also. In India, the agency has a strong base in terms of brand Advertising, clients and an experienced team. We would just like to take our focus towards transformational ideas. Indian market has huge potential to improve.

AG: how would you project growth in India?

MS: We need to get ahead of other agencies. We need to grow dramatically. Secondly, we need to grow our agency digitally. We would like to move ahead of the players in the same domain. We would also put together the team and the business model to transform our ideas.

AG: Since you have worked in various markets; you have great learning's from different markets, so would you like to implement some changes or ideas in the Indian market?

MS: I have seen the age of no advertising to free advertising. I would say that Indian market is very creative and has a strong capability of growing. Saatchi and Saatchi was also started from a scratch. Here at Saatchi, we have a clearly defined DNA model. I would again say that we should focus more towards digitalization. People here in India are less passionate about their work and we cannot teach passion. To stay in this field, you need to express your love towards advertising. | By Aanchal Kohli [aanchal(at)adgully.com]