Exclusive | We need to have our own game plan: Bates India's Sanjay Thapar

Sanjay Thapar ,Head , North , Ogilvy has been moved to Bates India as their new CEO. This move has been primarily made with a view to revive Bates India which has been under pressure since some time now.

Thapar has been with O&M for 14 years. He joined the agency in 1998 beginning as Manager at their Kolkata branch. He relocated to  the Delhi branch in 2002 as branch head for the advertising function. He was promoted as their President  in 2004. This helped him to broaden his sphere  from advertising to other functions. Thapar originally did not begin his career with advertising but started off as a Management Trainee at Bata in 1987. His foray into advertising world happened when he joined MAA Bozell in 1994. He had a three year stint with them and was also at Mudra Kolkata for a short while.

Adgully met up with Thapar to discuss his new assignment with Bates. Following are the excerpts from this interview. 

 

 

Sanjay Thapar (ST):  Every challenge is an opportunity. The bigger the challenge the bigger the opportunity, so I guess it’s the opportunity I fancied.

 

 

ST: I have 14 years at Ogilvy and at every stage I have learnt. First a turnaround at our Kolkata office, then injecting energy into our Delhi office and taking it to a high growth trajectory and finally my role with Ogilvy Action. Each brought its own learning  and I hope to apply all that is needed.

 

 

ST: Bates is a robust profitable business operation in the first place, sure it has its challenges in some areas/offices and work will need to be done in there. At this point all I want to say is let me get in first.

 

 

ST: As I said earlier, let me get in first. So while that is the case, the task is simple--- grow our business and stature.

 

 

ST: This is probably the most exciting phase for the communication business as media consumption habits are undergoing a lot of change. As we go along consumer engagement will be key. This will mean experiential, digital and social communications will become increasingly important.

 

 

ST: I would like to focus on what we need to do. We need to have our own game plan, stick to it and execute it well.

 

 

ST: Firstly understanding the consumer and finding a way to connect with them. Secondly understanding and creating lasting relationships, both internally and externally and thirdly, collaboration.