Rapid fire with FCB's Rohan Mehta

Our year-ender this time around places the fraternity on the 'hot seat' to answer questions about the year gone by and expectations from 2024

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Campaign India's year-ender series continues with Rohan Mehta, CEO, FCB Kinnect & FCB/SIX India.

This year, we're reaching out to the advertising, media and marketing communities, and asking them to give quick, crisp answers to a set of questions intended to highlight the highs and lows of the the year gone by, and their take on technology advancements.

Here's what Mehta had to say:

Data or gut: As an engineer and a mathematician, always informed by data, but decisions have to be taken by gut.

AI, a boon or a bane: 100 percent a boon. I think technology has to keep moving forward and is a multiplier for human effort and AI is one of the biggest changes in our industry and I'm totally smitten by it.

A gift you want from Santa: We have ton of these in our company, but I can never have enough, which is great talent. There's always space for more great talent.

One piece of professional advice you would give to your past self at the beginning of 2023: Just like in sports in business, if you want to make significant change and progress, it is very essential to have a great coach. This was an important realization, which has helped me in the second half of 2023.

The most valuable lesson you learned from marketing failure this year: I think what's very important to understand is that results in research could be grossly different from what happens when a campaign is released to the real world. So don't get too impacted by those results. Use them as a benchmark, but once you release it, chances are things could be quite different.

If your resolution had a tagline for 2024, what would it be? Bird in the hand is worth two in the bush, which is prioritise and focus on organic growth with your existing clients over new business growth.