AgTalk | Ideation is our core competence: Triton's Renton D'Sousa

In times when global agencies strengthen their presence in India, with acquisitions and mergers of / with smaller, local agencies, a few home-grown agencies have managed not only to make space for them but also, acquire big brands to work their magic. One such name is Triton Communications.

 

Renton D'Souza started his advertising career at MCTP – II, Ahmedabad. A career spread over 30 years that also saw him spend time at Contract and Lowe Lintas before eventually joining Triton Communications in 2002. D’Souza has steadily helping build brands on the strength of his creative and business acumen. He has been on the jury board of ABBYs for several years. Some of his most memorable advertising campaigns are Clinic –Princess, Ladka Bana Do, Aquaguard – Yeh Jal Amrit, Jeevan, Dhan…, Paani Ka Doctor, ICICI Life Insurance – Sindoor, Set Wet – Very, Very Sexy, and NECC – Jo Andae Roz Khate Hain Who Hatte Khatte Hotae Hain, Greaves Cotton – Happy Engineering, Bloomberg – The Original Source, Kingfisher – Blue Freedom, Moov – Maa Sab Kaam Kyun Karti Hai, etc. 

 

Adgully in conversation with Renton D'Sousa, CEO & National Creative Director, Triton Communications Pvt. ltd. The following are the experts of the conversation.

 

 

Renton D’Souza (RD): My plan is to catapult Triton into the bigger league by building strong and fearless leaders within the agency. This will enable us expand our offerings, win substantial new businesses and grow Triton. And in the process, make the agency financially stronger to plough back into enhancing resources in the knowledge domain to enable the best end product. Our constant endeavour to improve the value delivery to our clients will ensure our growth.

 

 

 

RD: Ideation is our core competence. It is this core competence that has enabled us develop ground breaking work over the past two decades. We firmly believe in the power of an idea and that it should be at the very core of every activity. Be it brand activation or a viral/digital campaign. We would now like to leverage our core competence to establish our own digital cell in the near future. The sole objective is to benefit our clients and their brand with the power of an idea.

 

 

RD: (In continuation to the above answer) The same goes for our plans for an activation cell and a production house. The sole objective is to benefit our clients and their brand with the power of an idea.

 

 

RD: The current challenge on hand is the current macroeconomic environment. I am a firm believer of the fact that market conditions are cyclic in nature. The boom did not last nor will the current gloomy sentiment. However the current scenario presents itself with unique opportunities. It will compel us to identify new revenue streams which will help us tide over for now. Moreover we will be fully geared to reap the benefits when the good times set in.

 

 

RD: Triton has enjoyed a successful run of over two decades in partnering some of the leading and most successful brands in Indian advertising. We take pride on being an Indian agency that understands the soul of India. We believe that do business in India, you need to understand the business of India. Our understanding of India has enabled our clients succeed against well ensconced competition. This has and will continue to be our positioning.

 

 

RD: If local agencies are getting acquired by MNC's, it is an appreciation of the fact that the local agencies have an intrinsic value that the MNC agencies have not been able to bring to the table. That intrinsic value is the sheer ability to decode/crack the creative landscape of the country on a continuous basis. With changing times, clients' expectations are changing. Thus the local agencies need to diversify in terms of new media offerings and allied services. If the MNC agency can bring these to the table, it makes perfect sense for a successful local agency to merge or get acquired by the MNC agency. So as long as the new association benefits all, most important, the clients.

 

 

RD: If my professional journey was not satisfying, you would have been interviewing someone else in this chair! Over three decades in the industry I have created many creative products that I am truly proud of. However, these have all been for someone else. I would like to develop a creative product that is truly my baby. No client brief, brand restrictions or business sensitivities. That project is on 3Smm and somewhere on the horizon.

 

 

RD: I am passionate about travelling. The sheer joy of seeing new places and discovering new cultures cannot be described in words. Moreover this has given me an opportunity to observe human behaviour across the globe. It is interesting to note that the basics are the same in any corner of the earth, akin to the business of communication. These experiences have helped me grow as a professional. Be it in development of a creative product or man management.

 

 

RD: If ideation excites you, then this industry is the right place for you. If it does not, do not join. It is hard work. The glamour is just a facade.

 

 

RD: If the interview does not read well, make sure that my photograph makes up for good viewing!