This article was originally published on Brand Equity.
Brand Equity quizzed Susana Tsui, Asia Pacific CEO of PHD, on everything from social media concerns to even her advice to PM Modi on brand India. Take a look at what she had to share.
What would you like to change about advertising today?
Honestly, I don’t think there is a need for change. Advertising is one of the most glamorous and fascinating industries. Today, we are living in the world, where consumers are changing faster than ever before. For marketing, advertising is still an important element to drive business, and it is achieving much more than that. But if I think from a behavioural point of view, probably the only thing that advertising should look at closely changing is the appetite to embrace change.
What makes you worried about social media these days?
I am worried about how the way I consume information is dictated by someone else. I am also worried about the next generation who are open-minded and curious. With the way things are shaping up in the digital ecosystem if you limit people and put certain parameters, things are not going to be healthy.
These days, agencies are looking at people outside the industry for talent acquisition. What are your thoughts on this trend?
Diversity is important for any business. It is essential to bring on board people with fresh thinking. Imagine if I hired clones of my existing team, everything will be predictable. There will be no disruption or imagination left. Everyone will agree on everything. For positive friction, different minds have to work together to decode problems. Another thing that I have noticed is that many in the industry look at diversity only from a gender equality perspective. I think that’s just one thin slice of the problem. At PHD, we try looking at the various aspect of a personality. I want people who are challengers, I appreciate conversations with them. It is time to look at diversity from a different lens.
What makes media planning a ‘sexy’ profession?
A lot of times when you are in the creative side of the business, you make a lot of guess work. Interestingly, the sexy aspect of media is that you have the ability to translate data and feel the way creativity shapes up. In no way, am I saying media is above creative or anything remotely close to that. I have spent enough time on both the sides of the business, to say this. The ability to proactively drive creativity to its next level is the magic of media planning.
Given an opportunity, what’s that one advice you would like to give PM Modi on branding India?
In the last few years, there has been a huge change for the better, and lot of optimism in India. There has been a shift in power even on the business front. While the country is branded basis its rich culture, going forward I would like to see some bold moves, that will encourage people here to take some bright spots on the global map.
Brand Equity met Tsui on the sidelines of Zee Melt 2017.