Ad land’s Young Guns: Aanchal Sachdeva, Dentsu Impact

Aanchal Sachdeva, Strategic Planner at Denstu Impact, believes in picking people to work with over a company to work in. After doing her MBA from Cardiff University, Sachdeva joined Dentsu, before moving on to work with a start-up, SSK Digital Fashion, and then Maxus. She returned to Dentsu’s fold in February 2016 and has been with the agency since then.

What does it takes to climb up the ladder in advertising? Here’s Aanchal Sachdeva in her own words... 

How did you get into the role you are serving?
After completing my studies, I joined Dentsu Creative Impact as an Executive in the Strategic Planning Department. A turn of events gave me an opportunity to explore other facets of advertising and marketing. I worked with a start-up soon after and then as a media planner with GroupM before I found my way back to where I belonged. 

What particular skill sets do you think you bring to the table?
A strategic bent of mind, a good understanding of how brands work, the ability to put yourself in the consumer’s shoes and the confidence to put your point of view across the table are skills all planners have and I am no different. I also like adding a little creativity to my presentations, which helps package and sell a good strategy. 

One campaign that you have worked on that you are particularly proud of? Please take us through the making of the campaign.
I have worked on many campaigns and pitches that I am proud of. Not all of them have resulted in awards or new businesses, but I am still proud of them because they have pushed me beyond my limits to do new things and learn and grow as a professional. I am quite certain that the campaign I am currently working on what will be the highlight of my career so far – launching a mammoth global brand, IKEA, in India. We began a few months back with first understanding IKEA as a brand – its values, how it talks to its consumers, their vision for India, the IKEA experience as well the challenges IKEA faces entering a market unlike any other it has been in. 

We then initiated a research to understand the consumers and how they live their life at home. Understanding their shifts in life, their pain points as well their high points and also understanding if there is a place for a foreign home furnishings brand to enter and change the way they currently live their life at home. With enough insights and information to write a book, we began with briefing the creative team. We have so far spent days sitting locked up in a room working together to crack the idea and we are all extremely proud of what we have so far. 

While working on the creatives how do you prepare yourself? What goes on in your mind?
Strategy and insights are fodder to any creative team and, therefore, it is really important to have the right insights to play with and the best strategy cracked for a great creative output. I usually begin with a quick study of information I already have and gather the rest from primary or secondary research. I keep jotting down ideas, thoughts, lines; whatever may help tickle the creative team’s minds. 

Icons in advertising you look up to and how they have influenced you and your work?
I don’t think I have had any individuals as icons, but globally there is so much innovative and insightful work that has come out in the past and continues to come out every year. All of that work is an inspiration and there is so much to be learnt from it. I also look up to my seniors and the way they work. They have really helped me be where I am today. 

What are the five most productive things that you do in your everyday routine?

• I start my day with some good music. I am not a morning person and it helps me start my day on a good note.
• Once I am in office, I make a to-do list. Personal or professional, everything goes on that list, so I know what needs to be get done by the end of the day.
• I make sure that I finish my work no matter how late it gets before I leave office. Home is a place to unwind and I like to keep it that way.
• Watch a show or a movie before going to bed. It really helps me de-stress after a tough day at work.

Do you think a career in advertising is a viable one in the long term?
It surely is. Advertising may not be what it is today in the long run, but it will definitely continue to be a viable option. Technology has a huge role to play in the changing consumer behaviour and brand experiences. As a result, advertising has become a very dynamic industry today, opening up newer roles and possibilities that didn’t exist before. 

What does it take to succeed in a career like advertising?
I don’t think there is a secret recipe to a successful career in advertising. Passion, persistence, creativity and patience will get you where you want to be. 

What would be your advice to youngsters planning to enter this industry?
Don’t join advertising just because you are made to believe it’s a very cool profession. Yes, it is cool and fun, but it also requires a lot of learning, hard work and patience to make it through. Be sure of what you want to do before you settle on a career choice. 

Where do you see yourself in five years’ time?
Successful, having made a mark in the industry, and hopefully still enjoying the work I do. 

Is there any agency/ organisation that you would like to work with in the future?
People make the company. Dentsu is like a second home to me. I don’t know what the future has in store for me, but if not here I’d definitely pick people to work with over a company to work in.