'Clients want a one-stop shop for creative solutions across platforms'

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

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?